Good advertising creates more production, thus greater
consumption, faster turnover and lower sales price per
unit. To a great extent it determines the success or
failure of the mail order operator!
When working up an advertising program remember that what
is genuinely desirable to you may or may not appeal to the
majority of your prospects!
Different types of merchandise or services demand
completely different advertising media. Your ad must be
built around the ADVANTAGES of the product and designed to
APPEAL to the specific customers who will BENEFIT from
your offer!
Since you MUST spend advertising dollars in order to make
money in the mailorder Business be sure you spend WISELY
and with CONFIDENCE.
RETAIN all advertising information, brochures, sales
letter, catalog, etc., you receive. USE THE IDEAS from
this information as a guide in formulating your various
advertising programs!
There are thousands of top mail order products to choose
from, more than you can every use so choose the right ones
for your programs!
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, DESCRIPTIVE
AND EASY TO REMEMBER!
When you find the item that is a mail order "HIT", repeat
your ads on the product in a number of magazines and other
productive advertising media in order to PYRAMID YOUR
PROFITS TO THE MAXIMUM!
advertising cost divided by inquiries = Ad cost per
inquiry!
advertising cost divided by orders = Ad cost per order!
Orders received divided by readership = percent of
response!
Number of pieces mailed + by orders received = Percent of
return!
Continuously use the simple formulas (above) so you will
know who your advertising dollars are paying off!
Ad to find new Products:
"Calling all manufacturers, importers and suppliers ... We
will feature and sell your new products in our catalog ...
Send your information, sample products and programs
to.....!"
Test the position of your ads in the various Media!
Test one ad against another on the same offer!
Make your sales letters friendly, clear, simple and to the
point!
Your potential customers are more interested 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 your product because
it will benefit them or will do the job better for them!
Powerful attention getting words include: Free, Amazing,
Weird, Odd, Strong, Rare, Big, Secret, Latest, Easy,
Fortune, Now, New, How-to!
You must put yourself in the place of your prospects and
know how they feel, think and react to your ads! If "you"
were the customer would your ads persuade "you" to buy?
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 reply envelope! Act Now! Action words
that urge the prospect to order. Explain with simple
words JUST WHAT THEY WILL RECEIVE FOR THEIR MONEY! What
the product will do for them. Use believa
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