__________________________________________________________________
THE DO'S AND DON'T OF PROFITABLE MAIL ORDER ADS
__________________________________________________________________
Regardless of how you look at it, the most important aspect of any
successful mail order business is its advertising. In fact, mail
order success is wholly dependent, and even predicated upon good
advertising.
First of all, you've got to have a dynamic, spectacular ad that
attracts the eye, and grabs the interest of the people you're
trying to sell to. Thus, unless your ad really "jumps out" at the
reader, your sales won't live up to expectations, and your ad
money will be wasted.
The eye catching appeal of your ad must start with the headline.
Use the headline to very quickly create a picture in the minds of
the reader - a vision of all their problems being solved, and
attainment of the kind of happiness they seek. If your headline
fails to catch the attention of your prospect, you cannot hope to
capture him with the remainder of the ad, because it will go
unread! So in writing your advertisement, put yourself in the
shoes of your reader. You have his attention for just a little
while, so you must quickly interest him in your offer, show him
how he can get what he wants, and then cause him to send
immediately for your "solution" to his problems. Your copy must
exude enthusiasm, excitement, and a positive attitude. Don't be
afraid to use a hard-sell approach! Say what you feel and believe
about your offer. And use common, "everyday", but correct
English.
Even so, you can and must remember to be honest. Don't exaggerate
or make claims you can't back up. Never make promises you cannot,
or do not, expect to keep. To do so could get you in trouble with
the Trading Standards Department.
Stress the benefits of your product or service. Explain to your
reader how owning a copy of your book (for instance), or receiving
your services will make his life richer, happier, and more
abundant. Don't get involved in detailing all the money you've
spent developing the product or researching the information you're
selling, or your credentials for offering it. Stress the "sizzle"
and value of ownership.
It is important to involve the reader as often as possible through
the use of the word "You". Write your copy, just as if you were
speaking to, and attempting to sell to just one person. Don't let
your ad should as a speaker at a conference addressing a huge
stadium filled with people, but as if there were just one
individual listening.
And don't try to be overly clever, brilliant or humorous in your
advertising. Keep your copy simple, to the point, and on target
towards selling your prospect the product or service because of
its benefits. In other words, keep it simple, but clear; at all
costs, you don't want to confuse the reader. Just tell him
exactly what he'll get for his money; the benefits he'll receive;
how to go about ordering it. You don't have to get too friendly.
In fact, avoid becoming "folksy", and don't use slang expressions.
In writing an ad, think of yourself as a door to door salesperson.
You have to get the attention of the prospect quickly, interest
him in the product you're selling, create a desire to enjoy its
benefits, and you can then close the sale.
Copywriting, whether for a display ad, a classified ad, a sales
letter or a brochure, is a learned skill. It is one that anyone
can master with a bit of study, practice, and perhaps some
professional guidance.
Your first move, then, is to study your competition, and recognise
how they are selling their wares. Practice rewriting their ads
from a different point of view or from a different sales angle.
Keep a file of ads you've clipped from different publications in
a file of ad writing ideas. But don't copy anyone else's work;
just use the ad material of others to stimulate your own
creativeness.
Some of the "known facts" about advertising - and ad writing in
particular - tell us that you cannot ask for more than œ3 in a
short classified type ad. Generally speaking, a œ5 item will take
at least a one inch display ad. If you're trying to sell a œ10
item, you'll need at least a quarter page - perhaps even a half
page of copy - and œ15 to œ20 items require a full page. If you
are selling something for more than that, you'll need a four-page
sales letter, a brochure, separate order coupon, and a return
reply envelope.
If you're making offers via direct mail, best get your letter into
the post on a Sunday, Monday, or Tuesday, to be sure it does not
arrive on a Monday, the first and busiest day of the week. And
again, unless you're promoting an item with a large price tag, the
quality or colour of your paper won't have any great effect on the
response you'll get, but the quality of your printing definitely
will, so bear this in mind when you place your printing order.
One final point to remember: The summer months when people are
most apt to be away on holiday are usually not good months for
direct mail. But they are good for opportunity advertisements in
publications often found in holiday resorts, and in hotels.
Again, it cannot be stressed too much or too often: Success in
mail order does, indeed, depend upon advertising, and as with
anything else, quality pays off in the long run. Read this report
again; study it; let it sink in. Then apply the principles
outlined in it. They have worked for others, and THEY CAN WORK
FOR YOU!