In the first few years, the business was poorly received by rural retailers. Considering Ward a threat, they sometimes publicly burned his catalog. Despite the opposition, the business grew at a fast pace over the next several decades. This was fueled by demand primarily from rural customers who were inspired by the wide selection of items that were locally unavailable. Customers were also inspired by the innovative company policy of "satisfaction guaranteed or your money back", which Ward began in 1875. Ward turned the copywriting over to department heads but continued poring over every detail in the catalog for accuracy.