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Secrets And Top-Tips Of Mail Order Advertising

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



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