| Good Advertising creates more production,
| |
| | preferably in use, or in action and
|
| thus greater consumption, faster turnover
| |
| | should state the price...or the entire
|
| and lower sales price per unit. To a
| |
| | message will wind up in file 13!
|
| great extent it determines the success or
| |
| |
|
| failure of the mail order operator!
| |
| | The Final Portion of your letter should
|
|
| |
| | strongly urge the prospect to act and
|
| When working up an advertising program
| |
| | tell him how to order or the entire
|
| remember that what is genuinely desirable
| |
| | message will go to file "13"!
|
| to you may or may not appeal to the
| |
| |
|
| majority of your prospects!
| |
| | You don't have near the space for your
|
|
| |
| | message with classified and small display
|
| Different types of merchandise or
| |
| | ads, as you do with the sales letter so
|
| services demand completely different
| |
| | unless they are well presented they may
|
| advertising media. Your ad must be built
| |
| | make a faster trip down the tube to file
|
| around the ADVANTAGES of the product and
| |
| | 13!
|
| designed to APPEAL to the specific
| |
| |
|
| customers who will BENEFIT from your
| |
| | Always use TOP QUALITY letterheads,
|
| offer!
| |
| | mailing materials and supplies...This is
|
|
| |
| | your BUSINESS IMAGE in mailorder!
|
| Since you MUST spend advertising dollars
| |
| |
|
| in order to make money in the mailorder
| |
| | It could be good policy to place your ads
|
| business be sure you spend WISELY and
| |
| | through a legitimate advertising
|
| with CONFIDENCE.
| |
| | agency...It costs no more than if you
|
|
| |
| | place your own. Before doing business,
|
| RETAIN all advertising information,
| |
| | get full information about the agency,
|
| brochures, sales letter, catalog, etc.,
| |
| | its services and rates.
|
| you receive. USE THE IDEAS from this
| |
| |
|
| information as a guide in formulating
| |
| | Since you must get your message across in
|
| your various advertising programs!
| |
| | top form, in order to pull inquiries and
|
|
| |
| | get orders, the ideal ad made just for
|
| There are thousands of top mail order
| |
| | the particular item being for sale is
|
| products to choose from, more than you
| |
| | another great secret for mail order
|
| can every use so choose the right ones
| |
| | profits....Many times just one little
|
| for your programs!
| |
| | word will change a dead ad to one that
|
|
| |
| | pulls thousands of orders!
|
| If the product or service can't stand the
| |
| |
|
| Truth do not advertise it...Don't handle
| |
| | Since you do not have a "window display"
|
| it! Truth in advertising is a must!Your
| |
| | to use for mailorder advertising you must
|
| FIRM NAME, preferable, should be SHORT,
| |
| | either draw pictures or use picture words
|
| DESCRIPTIVE AND EASY TO REMEMBER!
| |
| | to describe your product. Prepare
|
|
| |
| | advertising copy so that your prospects
|
| When you find the item that is a mail
| |
| | can "visualize the product" in their mind
|
| order "HIT", repeat your ads on the
| |
| | and "see" themselves using it to good
|
| product in a number of magazines and
| |
| | advantage.
|
| other productive advertising media in
| |
| |
|
| order to PYRAMID YOUR PROFITS TO THE
| |
| | The headline of your ad must be powerful
|
| MAXIMUM!
| |
| | enough to catch immediate attention.
|
|
| |
| |
|
| Advertising cost divided by inquiries =
| |
| | Use words that emphasize your product or
|
| Ad cost per inquiry!Advertising cost
| |
| | service at the beginning or end of
|
| divided by orders = Ad cost per
| |
| | sentences!
|
| order!Orders received divided by
| |
| |
|
| readership = percent of response!Number
| |
| | Another gimmick for obtaining name lists
|
| of pieces mailed + by orders received =
| |
| | for nothing...An ad such as..."?BIG MAIL?
|
| Percent of return!
| |
| | Send 200 of your address labels and 50
|
|
| |
| | cents. We will send to mailorder
|
| Continuously use the simple formulas
| |
| | dealers, wholesalers, distributors,
|
| (above) so you will know who your
| |
| | etc....!"
|
| advertising dollars are paying off!
| |
| |
|
|
| |
| | "Before and After" type ads get great
|
| Ad to find new Products:"Calling all
| |
| | response on certain products.
|
| manufacturers, importers and suppliers
| |
| |
|
| ... We will feature and sell your new
| |
| | Test and compare with different worded
|
| products in our catalog ... Send your
| |
| | ads on the same type of merchandise in
|
| information, sample products and programs
| |
| | the same media.
|
| to.....!"
| |
| |
|
|
| |
| | When advertising make your most important
|
| Test the position of your ads in the
| |
| | points first!
|
| various Media!
| |
| |
|
|
| |
| | When you find a new product that has
|
| Test one ad against another on the same
| |
| | possibilities for mailorder, test it!
|
| offer!
| |
| | Prepare an ad for a quick test in a
|
|
| |
| | magazine or in a paper with a fast
|
| Make your sales letters friendly, clear,
| |
| | closing date (time from date ad is
|
| simple and to the point!
| |
| | received to date it is published). As
|
|
| |
| | your test prove out "HIT" that particular
|
| Your potential customers are more
| |
| | item hard and heavy in other
|
| interested in themselves than in your
| |
| | publications!
|
| product, consequently your ads and sales
| |
| |
|
| letter must be directed toward their
| |
| | Test various price levels for the same
|
| point of view and their self-interests!
| |
| | product.
|
| Make them want your product because it
| |
| |
|
| will benefit them or will do the job
| |
| | Qualify your prospects with proper
|
| better for them!
| |
| | classified ads.
|
|
| |
| |
|
| Powerful attention getting words include:
| |
| | Get the prospects confidence by offering
|
| Free, Amazing, Weird, Odd, Strong, Rare,
| |
| | free samples, by allowing a full
|
| Big, Secret, Latest, Easy, Fortune, Now,
| |
| | money-back guarantee, by building your
|
| New, How-to!
| |
| | business image without exaggeration, and
|
|
| |
| | by showing proof of satisfied users.
|
| You must put yourself in the place of
| |
| |
|
| your prospects and know how they feel,
| |
| | Use the P.S. in sales letters to gain
|
| think and react to your ads! If "you"
| |
| | added attention!
|
| were the customer would your ads persuade
| |
| |
|
| "you" to buy?
| |
| | When using an illustration or picture of
|
|
| |
| | your product in an ad, have one that
|
| Your Ad must have a strong headline! It
| |
| | shows the product in use! Picture the
|
| must tell the prospect what to do, such
| |
| | merchandise in use giving the owner
|
| as: Order Now! Rush $5.00! Use order
| |
| | profit or pleasure thus generating a
|
| form and reply envelope! Act Now!
| |
| | positive, confident "YES" attitude.
|
| Action words that urge the prospect to
| |
| | Remember that a picture will often sell
|
| order. Explain with simple words JUST
| |
| | better than 10,000 words.
|
| WHAT THEY WILL RECEIVE FOR THEIR MONEY!
| |
| |
|
| What the product will do for them. Use
| |
| | Command attention to your ads or mailing
|
| believable testimonials. Appeal to their
| |
| | pieces by marginal sketches, cartoons,
|
| reason and get their confidence, then use
| |
| | different size and type styles of various
|
| a powerful close. You can get the order!
| |
| | words and/or paragraphs...Take the
|
|
| |
| | monotony out of the ad!
|
| Repetition is one of the secrets of
| |
| |
|
| making a lasting impression on the
| |
| | Consider greater pulling power of colored
|
| memory.
| |
| | ads on many kinds of products. Test for
|
|
| |
| | added response and sales, as balanced
|
| Use coupons in some of your ads!
| |
| | against the much higher printing costs
|
|
| |
| | for color!The use of borders, lines,
|
| Since Suspense is a strong force in
| |
| | etc., can enhance your ads but be certain
|
| advertising, consider entering the name
| |
| | they are not placed in such a way that
|
| of your product toward the end of your
| |
| | they detract from your message.
|
| ad!
| |
| |
|
|
| |
| | Type is expressed by "points". For
|
| Most everyone wants prestige, confidence,
| |
| | example, one point equals 1/72 of an
|
| money, security, advancement, leisure
| |
| | inch. A pica is 1/6 of an inch. Learn
|
| time, good health, popularity, less
| |
| | the various type styles and sizes. Use
|
| worry, happiness, success, more time,
| |
| | the right print in your ads to emphasize
|
| recognition, improvement, business
| |
| | the best features of your product.
|
| ownership, independence, more knowledge,
| |
| |
|
| satisfaction, savings ... Appeal to your
| |
| | Don't bore the reader; Keep the sakes
|
| prospects... use such appeals in your
| |
| | letter to one page whenever possible.
|
| ads!
| |
| |
|
|
| |
| | Offer something extra or something free
|
| Quality, usefulness, reasonable price,
| |
| | in order to get immediate action!
|
| up-to-date, and appealing to the sight
| |
| |
|
| are points to stress!
| |
| | Test only one factor at a time in order
|
|
| |
| | to determine which "change" made the
|
| Make no misleading claims about your
| |
| | difference in the number of responses
|
| products.
| |
| | received from your ad!
|
|
| |
| |
|
| Review the many ads presented in leading
| |
| | By the end of the first month after
|
| mail order sales magazines advertisers.
| |
| | receipt of the first response from your
|
| Make note of the many attention getting
| |
| | ad you should receive 60% of the return
|
| words and phrases that catch your eye and
| |
| | you are going to get from monthly
|
| cause you to read the rest of the ad!
| |
| | magazines, 75% from weekly newspapers,
|
| Use these same words in your own
| |
| | 75% from direct mail, 80% from Sunday
|
| headlines!
| |
| | newspapers, 90% from daily papers and
|
|
| |
| | 100% from Radio or TV! Within 2
|
| With certain type products, consider
| |
| | weeks...From magazines 20%; Weekly
|
| turning the picture in your display ad
| |
| | magazines 40%; Direct mail and Sunday
|
| upside down in order to attract attention
| |
| | papers 60%; Daily papers 75% and Radio
|
| from the ordinary ... If handled
| |
| | and TV 90%. DON'T DEPEND ON SUCH
|
| properly, curiosity will sell!
| |
| | STATISTICS!!!!! Response can vary
|
|
| |
| | drastically depending on many factors,
|
| Study the operation of other firms to get
| |
| | including products offered, media used,
|
| New Ideas for sales letters, methods of
| |
| | season, price, economy, etc.!!!! Your ad
|
| handling promotion, nature of offers and
| |
| | should be repeated again and again, as
|
| any other details which may be helpful!
| |
| | long as it is bringing back a
|
|
| |
| | profit....After the saturation point is
|
| Some programs require a good deal of
| |
| | reached, pull the ad. Test it again in a
|
| literature in order to present all the
| |
| | few months. The classified ad is the
|
| facts necessary to sell a product! With
| |
| | best to use for testing. For fast
|
| this type of product you should first
| |
| | results, newspapers can be tested
|
| advertise for inquiries then send the
| |
| | periodically. Magazines with the
|
| full ammunition by direct mail.Write up a
| |
| | greatest number of responses for the
|
| list of important reasons why a person
| |
| | least cost per inquiry should have
|
| should inquire about your offer. Use the
| |
| | priority for your ads. Only tests can
|
| strongest of these reasons in your ad!
| |
| | prove which are the best ads and media
|
|
| |
| | for your various offers!
|
| If you usually pay cash for your ads, why
| |
| |
|
| not set up your own advertising agency as
| |
| | Have a "Built-in" follow-up program when
|
| a secondary part of your business? Your
| |
| | preparing your initial advertising and
|
| registered business name as an
| |
| | promotion materials!
|
| advertising agency may qualify your
| |
| |
|
| business for the 15% discount when
| |
| | Your ad must end with words that compel
|
| advertising in many publications!
| |
| | action...Ask for the order! Now! Don't
|
|
| |
| | let the prospect put the offer aside or
|
| Direct Mail, mailing lists, not ads, are
| |
| | it will usually end up in file 13.
|
| used to obtain business. You determine
| |
| | Notice the many ads in the mailorder
|
| what type of person would best buy your
| |
| | publications that close with action
|
| product; then compile, rent or buy name
| |
| | getting words and sentences. Use such
|
| lists and proceed from there.
| |
| | ads to develop ideas for your own ads!
|
|
| |
| |
|
| Lists compiled from business listings in
| |
| | Use the personal touch in your sales
|
| the Yellow Pages are good for many kinds
| |
| | letters! You must have a good mailing
|
| of mailorder products; however the names
| |
| | list for direct mail advertising. Your
|
| and addresses contained in the white
| |
| | sales letter should be written as though
|
| pages seldom get any reasonable response.
| |
| | you were talking in person to the reader.
|
| Ads in the daily paper are also
| |
| | Read it out loud...Does it sound like
|
| generally poor for mail order products.
| |
| | talk or is it canned?
|
| Stay with the successful operators and
| |
| |
|
| advertise in the various media they use
| |
| | Offer mailing labels with personalized
|
| ... stick with quality name lists in the
| |
| | pictures, photos, or cartoon caricatures,
|
| right category for your products!
| |
| | at cost, in order to build name lists of
|
|
| |
| | mailorder buyers!
|
| Unless your ad is read you will come out
| |
| |
|
| in the red! Make it clean, clear,
| |
| | Choose the publications with the greatest
|
| concise, simple, professional and focused
| |
| | pull for your particular ad...Determine
|
| to the "right market" for the type of
| |
| | the greatest circulation for every dollar
|
| product being offered!
| |
| | spent...Is it better to advertise in a
|
|
| |
| | magazine with 10,000 readers at 20 cents
|
| Always test! test! test! before spending
| |
| | per word, or pay $2.50 per word for one
|
| large sums to promote or advertise your
| |
| | with 3,000,000 circulation? Even this
|
| product ... Be sure it is a hit then go
| |
| | must be tested. Perhaps the 10,000
|
| all out!
| |
| | readers are buyers of the type of offer
|
|
| |
| | you are promoting and will order more
|
| Your ad must name the product, describe
| |
| | than the 3 million!
|
| it, tell what it will do for the reader,
| |
| |
|
| how he can obtain it, and where to get
| |
| | Determine the kind of person who reads
|
| it!
| |
| | the various publications and buy your
|
|
| |
| | space accordingly...Advertise ladies
|
| The best part of your advertisement is
| |
| | apparel in a media read by women, not in
|
| the words that can be read "between the
| |
| | a science publication!
|
| lines"!
| |
| |
|
|
| |
| | Publications which carry a large
|
| The direct mail packet consists of the
| |
| | classified section generally produce good
|
| sales letter, catalog, or brochure, order
| |
| | results. Be sure to advertise under the
|
| blank and the business reply envelope.
| |
| | right classification for your order.
|
|
| |
| |
|
| The ad must attract attention and create
| |
| | Don't be afraid to ask for the order.
|
| interest and desire before the customer
| |
| |
|
| will act!
| |
| | Take advantage of free advertising and
|
|
| |
| | publicity whenever & wherever available!
|
| Know your product well so that you can be
| |
| |
|
| specific, sincere and positive in writing
| |
| | If practical for a given program, include
|
| your ads!Enthusiastic ads properly laid
| |
| | a picture of yourself, your business
|
| out will generally get enthusiastic
| |
| | building, or a photo of your
|
| results!
| |
| | product...This, of course pertains
|
|
| |
| | basically to direct mail programs or for
|
| It is simple to record test results for
| |
| | display ads.
|
| your ads and programs in the various
| |
| |
|
| media. DO IT!
| |
| | Your ad will fail if:The program you
|
|
| |
| | choose has already been worked to death:
|
| If your product has distinctive features
| |
| | A number of dealers had an ad
|
| or trademarks, use them over and over
| |
| | approximately the same as yours in the
|
| again in all your ads ... Take advantage
| |
| | same publication; You are advertising an
|
| of the repeat psychology of keeping the
| |
| | out of season product; Your price is not
|
| name of your product constantly out in
| |
| | competitive; The offer wan not
|
| front of the Public Eye! If your product
| |
| | attractive; Your copy was poorly written,
|
| is familiar to the user, prove that it
| |
| | or it you advertised in the wring
|
| has better quality or price over
| |
| | classification for the item being
|
| competing items. Educate the consumer
| |
| | offered!
|
| when presenting brand new items.
| |
| |
|
|
| |
| | You generally get nothing but curiosity
|
| Prospects are usually more impressed by
| |
| | seekers with ill placed display ads.
|
| what others have to say about the product
| |
| |
|
| than by what the dealer tells them.
| |
| | "KEY" you ads in order to know what is
|
| Write to your customers, asking for their
| |
| | the best way to spend your advertising
|
| opinion on what your program or product
| |
| | dollars. Final sales volume, is the
|
| has done for them and request permission
| |
| | measurement of success or failure of your
|
| to use their endorsement in some of your
| |
| | advertising programs!
|
| ads. Retain their letters as your
| |
| |
|
| authority for using their testimony.
| |
| | Combine the best features of your product
|
|
| |
| | in preparing your ad. Not so much as to
|
| Classified ads must have a great deal of
| |
| | the physical characteristics but by the
|
| thought and preparation! Use as few
| |
| | feeling and interest it generates in
|
| words as you can, but don't leave out
| |
| | others!
|
| image building words that tell stories,
| |
| |
|
| paint pictures and compel action!
| |
| | Generally, you should $ ASK $ for the
|
|
| |
| | money in classified ads only when a small
|
| One way to increase the readership of
| |
| | amount is required for the product! Do
|
| your ad is by inviting persons to send in
| |
| | not expect to get good response from a
|
| money saving ideas. Print the best idea
| |
| | high cost item asking for money with a
|
| each week, or month, and award the winner
| |
| | small classified ad. Offer free details
|
| $$$ ... They will read the ad in each
| |
| | to get the inquiry first, then send your
|
| issue in order to find out if they won
| |
| | direct mail packet...Sell your low priced
|
| and if not to see if the winners ideas
| |
| | items direct from the classified or
|
| are better than the ones they submitted!
| |
| | display ad!
|
|
| |
| |
|
| Many products can be readily adapted to
| |
| | Build and maintain your list!!!!
|
| radio & TV selling. This can be arranged
| |
| |
|
| whereby you pay the station a percentage
| |
| | Remember....For us in the mail order
|
| of only what is sold. There are
| |
| | industry, advertising is a must! We
|
| publications available which explain how
| |
| | cannot reach success without it! We
|
| to present such offers to the stations
| |
| | can't operate successfully with it,
|
| and lists of stations that supposedly
| |
| | unless we do it right! Advertising is
|
| operate on this basis. You can locate
| |
| | second in importance, only to a high
|
| such firms by a search at your local
| |
| | demand product at a reasonable price, but
|
| library or through salesmen and
| |
| | neither can win without the other...The
|
| opportunity magazines....However; this
| |
| | day we stop advertising is the day we
|
| method for selling mail order products is
| |
| | give up the mailorder business and go
|
| not readily available on a flexible
| |
| | back to punching the old worn out time
|
| basis, unless you have something really
| |
| | clock!!!!!!!
|
| special.
| |
| |
|
|
| |
| | Copyright by DeAnna This article may be
|
| You must be in a position to change your
| |
| | freely distributed on the Internet as
|
| advertising approach with changing times
| |
| | long as the resource box is
|
| and conditions.The First Paragraph of a
| |
| | included.DeAnna Spencer is a virtual
|
| sales letter must create attention and
| |
| | assistant that helps entrepreneurs run a
|
| interest or the entire message will go to
| |
| | successful business by providing
|
| file 13!
| |
| | affordable administrative help. She also
|
|
| |
| | publishes a blog for small business
|
| The Second part, or body, of the letter
| |
| | owners. Visit this small business
|
| must arouse desire by pointing out the
| |
| | resource today.
|
| advantages and describing the product,
| |
| |
|
