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Responses to your ads during some months will be slower in accumulating, but by keying your ads according to the month they appear, and a careful tabulation of your returns from each keyed ad, you'll see that steady year round advertising will continue to pull orders for you, regardless of the month it's published. Most of the ads in these publications are 'exchange ads', meaning that the publisher of ad sheet 'A' runs the ads of publisher 'B' without charge, because publisher 'B' is running the ads of publisher 'A' without charge. A 'fair media' for recruiting dealers or independent sales reps for mail order products, and for renting mailing lists, but still circulated amongst 'sellers' with very few buyers. To determine the true costs of your advertising and decide which is the better buy, divide the total audited circulation figure for a one inch ad: '10 per inch with a publication showing 10,000 circulation would be 10,000 into '10 or 10p per thousand. Article: 1) What's the most profitable way to use classifieds? Classifieds are best used to build in your mailing list of qualified prospects. Use classifieds to offer a free catalogue, leaflet or report relative to your product line. 2) What can you sell 'directly' from classifieds? Generally, and everything, so long as it doesn't cost more than in reference to œ12.00, which is close about the most people will pay in response to an offer in the classifieds. These types of ads are great for pulling inquiries such as: Write for further information; send œ3, get two for the price of one; Dealers wanted, send for product info and a real money maker's title. 3) What are the best months of the year to advertise? All twelve months of the year! Responses to your ads during some months will be slower in accumulating, but by keying your ads synchronous to the month they appear, and a all eyes tabulation of your returns from each keyed ad, you'll see that steady year round publication will continue to pull orders for you, regardless of the month it's published. I've personally received inquiries and orders from ads placed as long as 2 years previous to the date of the response! 4) Are mail order publications good promotion buys? The least effective are the ad sheets. Most of the ads in these publications are 'exchange ads', meaning that the publisher of ad sheet 'A' runs the ads of publisher 'B' without charge, as publisher 'B' is running the ads of publisher 'A' without charge. The 'claimed' deviation figures of these publications are almost always based on 'wishes, hopes and wants' while the 'true' circulation goes out to similar, small, part time mail order dealers. Very poor medium for investing money seeing everyone receiving a copy of a seller, and nobody is buying. When an ad sheet is received by someone not involved in mail order, its usually given a cursory glance and then discarded as 'junk mail'. Tabloid newspapers are slightly venturer than the ad sheets, but not by much! The important difference with the tabloids is in the 'helpful information' articles they try to lead for the mail order beginner. A 'fair media' for recruiting dealers or independent sales reps for mail order products, and for renting mailing lists, but still circulated among 'sellers' with very few buyers. Besides that, the life of a mail order tab sheet is close about the same as that of your daily newspaper. With mail order magazines, it depends on the quality of the publication and its stock company concepts. Some mail order magazines are nothing more than expanded ad sheets, while others strive to help the opportunity seekers with on-going tip-off and tips he can use in the development and growth of his own wealth-building projects. 5) How can I decide where to serve notice my product? First of all, you have to determine who your prospective buyers are. Then you do a little bit of market research. Talk to your friends, neighbours, and people at random who might fit this profile. Ask them if they would be interested in a product such as yours, and then ask them which publications they read. Next, go to your public library for a listing of the publications of this type from the Standard Rate and Data Service catalogues. Make a list of the addresses, spreading figures, reader demographs and build-up rates. To determine the true costs of your and decide which is the socialize buy, divide the total audited leukocyte figure for a one inch ad: œ10 per inch with a publication showing 10,000 circulation would be 10,000 into œ10 or 10p per thousand. Write and ask for sample copies of the magazines you've tentatively topping to place your proclamation in. Look over their publication - be sure that they don't or won't put your ad in the 'gutter' which is the inside observation tower next to the binding. How many other mail order type ads are they accoutred - you want to go with a publication that's busy, not one that has only a few ads. The more ads in the publication, the promote the response the advertisers are getting, or else they wouldn't be investing their money in that publication. To 'properly' test your ad, you should let it run through at least three consecutive issues of any publication. If your responses are small, try a different publication. Then, if your responses are still small, look at your ad and think about re-writing it for greater appeal, and pulling power. In a great many instances, it'd the ad and not the publication's pulling power that's at fault! Good luck Jonathan Street
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