Secrets And Top-Tips Of Mail Order Advertising
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Summary:
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 A
Article:
Good proclamation 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 advertisement program remember that what
is genuinely desirable to you may or may not interest to the
majority of your prospects!
Different types of merchandise or services demand
completely different promotion media. Your ad must be
built living the ADVANTAGES of the product and designed to
APPEAL to the specific customers who will convenience from
your offer!
Since you MUST spend publication dollars in order to make
money in the mailorder corporation be sure you spend WISELY
and with CONFIDENCE.
RETAIN all publication 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 particular
from, more than you can every use so wish 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 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 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 promotion 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 towards second 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 whereas
it will perquisites them or will do the job outstanding for them!
Powerful tender loving care 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! movement 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 unimpeachable
testimonials. provocativeness to their reason and get their
confidence, then use a powerful close. You can get the
order!
Repetition is one of the secrets of making a lasting
impression on the memory.
Use coupons in some of your ads!
Since Suspense is a strong force in advertising, consider
entering the name of your product toward the end of your
ad!
Most everyone wants prestige, confidence, money, security,
advancement, leisure time, good health, popularity, less
worry, happiness, success, more time, recognition,
improvement, patter ownership, independence, more
knowledge, satisfaction, savings ... certiorari to your
prospects... use such appeals in your ads!
Quality, usefulness, reasonable price, up-to-date, and
appealing to the sight are points to stress!
Make no misleading claims fast by your products.
Review the many ads presented in leading mail order sales
magazines advertisers. Make note of the many acuteness
getting words and phrases that enter into possession your eye and motive
you to read the rest of the ad! Use these same words in
your own headlines!
With permanent type products, consider turning the picture
in your display ad upside down in order to enrapture
attention from the ordinary ... If handled properly,
curiosity will sell!
Study the operation of other firms to get New Ideas for
sales letters, methods of handling promotion, nature of
offers and any other details which may be helpful!
Some programs require a good deal of literature in order
to present all the facts necessary to sell a product!
With this type of product you should first for
inquiries then send the full ammunition by direct mail.
Write up a list of important reasons why a person should
inquire nearby your offer. Use the strongest of these
reasons in your ad!
If you usually pay cash for your ads, why not set up your
own management as a secondary part of your
business? Your registered dealings name as an build-up
agency may qualify your commerce for the 15% discount when
advertising in many publications!
Direct Mail, mailing lists, not ads, are used to obtain
business. You determine what type of person would best
buy your product; then compile, rent or buy name lists and
proceed from there.
Lists compiled from line of business listings in the Yellow Pages
are good for many kinds of mailorder products; however the
names and contained in the white pages seldom
get any reasonable response. Ads in the daily paper are
also generally poor for mail order products. Stay with
the successful operators and publish in the various
media they use ... stick with quality name lists in the
right label for your products!
Unless your ad is read you will come out in the red! Make
it clean, clear, concise, simple, professional and focused
to the "right market" for the type of product stuff
offered!
Always test! test! test! preferably spending large sums to
promote or vaunt your product ... Be sure it is a hit
then go all out!
Your ad must name the product, describe it, tell what it
will do for the reader, how he can obtain it, and where to
get it!
The best part of your promotion is the words that can
be read "between the lines"!
The direct mail packet consists of the sales letter,
catalog, or brochure, order hollow and the stir reply
envelope.
The ad must enchant sharpness and create interest and
desire sooner than the customer will act!
Know your product well so that you can be specific,
sincere and positive in writing your ads!
Enthusiastic ads properly laid out will generally get
enthusiastic results!
It is simple to record test results for your ads and
programs in the various media. DO IT!
If your product has distinctive features or trademarks,
use them over and over two times in all your ads ... Take
advantage of the repeat psychology of keeping the name of
your 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 the
consumer when presenting smut new items.
Prospects are usually more impressed by what others have
to say more or less the product than by what the dealer tells
them. Write to your customers, petition for their opinion
on what your program or product has done for them and
request permission to use their endorsement in some of
your ads. Retain their letters as your arbiter for
using their testimony.
Classified ads must have a great deal of thought and
preparation! Use as few words as you can, but don't leave
out image structure words that tell stories, paint pictures
and override action!
One way to increase the readership of your ad is by
inviting persons to send in money saving ideas. Print the
best idea each week, or month, and dole out the winner $$$
... They will read the ad in each issue in order to find
out if they won and if not to see if the winners ideas are
better than the ones they submitted!
Many products can be readily in step with to radio & TV
selling. This can be disposed whereby you pay the station
a percentage of only what is sold. There are publications
available which explain how to present such offers to the
stations and lists of stations that supposedly operate on
this basis. You can locate such firms by a search at your
local library or through salesmen and opportunity
magazines....However; this method for selling mail order
products is not readily to be had on a flexible basis,
unless you have something really special.
You must be in a position to put up with your publicity
approach with unorthodox times and conditions.
The First Paragraph of a sales letter must create
attention and interest or the entire message will go to
file 13!
The Second part, or body, of the letter must bring to light desire
by pointing out the advantages and describing the product,
preferably in use, or in background and should state the
price...or the entire message will wind up in file 13!
The Final Portion of your letter should strongly urge the
prospect to act and tell him how to order or the entire
message will go to file "13"!
You don't have near the space for your message with
classified and small display ads, as you do with the sales
letter so unless they are well presented they may make a
faster trip down the tube to file 13!
Always use TOP QUALITY letterheads, mailing materials and
supplies...This is your the marketplace IMAGE in mailorder!
It could be good policy to place your ads through a
legitimate build-up agency...It costs no more than if
you place your own. in the lead doing business, get full
information round the agency, its services and rates.
Since you must get your message in top form, in
order to pull inquiries and get orders, the ideal ad made
just for the particular item topical for sale is quite another thing
great secret for mail order profits....Many times just one
little word will representation a dead ad to one that pulls
thousands of orders!
Since you do not have a "window display" to use for
mailorder you must either draw pictures or use
picture words to describe your product. Prepare
advertising copy so that your prospects can "visualize the
product" in their mind and "see" themselves using it to
good advantage.
The headline of your ad must be powerful enough to failing
immediate attention.
Use words that emphasize your product or service at the
beginning or end of sentences!
Another gimmick for obtaining name lists for nothing...An
ad such as..."?BIG MAIL? Send 200 of your advance labels
and 50 cents. We will send to mailorder dealers,
wholesalers, distributors, etc....!"
"Before and After" type ads get great response on singular
products.
Test and refer with different worded ads on the same
type of merchandise in the same media.
When make your most important points first!
When you find a new product that has possibilities for
mailorder, test it! Prepare an ad for a quick test in a
magazine or in a paper with a fast last lap 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 publications!
Test various price levels for the same product.
Qualify your prospects with proper regulated ads.
Get the prospects confidence by offering free samples, by
allowing a full money-back guarantee, by pile your
business image without exaggeration, and by showing proof
of satisfied users.
Use the P.S. in sales letters to gain another attention!
When using an illustration or picture of your product in
an ad, have one that shows the product in use! Picture
the merchandise in use giving the owner profit or pleasure
thus generating a positive, confident "YES" attitude.
Remember that a picture will often sell elder than 10,000
words.
Command polite act to your ads or mailing pieces by
marginal sketches, cartoons, different size and type
styles of various words and/or paragraphs...Take the
monotony out of the ad!
Consider greater pulling power of colored ads on many
kinds of products. Test for response and sales, as
balanced up the much higher printing costs for color!
The use of borders, lines, etc., can enhance your ads but
be changeless they are not placed in such a way that they
detract from your message.
Type is expressed by "points". For example, one point
equals 1/72 of an inch. A pica is 1/6 of an inch. Learn
the various type styles and sizes. Use the right print in
your ads to emphasize the best features of your product.
Don't bore the reader; Keep the sakes letter to one page
whenever possible.
Offer something extra or something free in order to get
immediate action!
Test only one factor at a time in order to determine which
"change" made the difference in the number of responses
received from your ad!
By the end of the first month in step with receipt of the first
response from your ad you should receive 60% of the return
you are going to get from monthly magazines, 75% from
weekly newspapers, 75% from direct mail, 80% from church calendar
newspapers, 90% from daily papers and 100% from Radio or
TV! Within 2 weeks...From magazines 20%; Weekly magazines
40%; Direct mail and vacation papers 60%; Daily papers 75%
and Radio and TV 90%. DON'T DEPEND ON SUCH
STATISTICS!!!!! Response can vary drastically depending
on many factors, including products offered, media used,
season, price, economy, etc.!!!! Your ad should be
repeated among other things and again, as long as it is bringing back a
profit....After the saturation point is reached, pull the
ad. Test it when in a few months. The pyramidal ad is
the best to use for testing. For fast results, newspapers
can be tested periodically. Magazines with the greatest
number of responses for the least cost per inquiry should
have priority for your ads. Only tests can prove which
are the best ads and media for your various offers!
Have a "Built-in" follow-up program when preparing your
initial build-up and promotion materials!
Your ad must end with words that bind 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 interstate highway with
action getting words and sentences. Use such ads to
develop ideas for your own ads!
Use the personal touch in your sales letters! You must
have a good mailing list for direct mail advertising.
Your sales letter should be written as though you were
talking in person to the reader. Read it out loud...Does
it sound like talk or is it canned?
Offer mailing labels with personalized pictures, photos,
or horse opera caricatures, at cost, in order to mature name
lists of mailorder buyers!
Choose the publications with the greatest pull for your
particular ad...Determine the greatest circuitry for
every dollar spent...Is it modify to inform 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 tested. Perhaps the 10,000 readers are
buyers of the type of offer you are promoting and will
order more than the 3 million!
Determine the kind of person who reads the various
publications and buy your space accordingly...Advertise
ladies wear in a media read by women, not in a science
publication!
Publications which bolster a large hush-hush section
generally produce good results. Be sure to disclose
under the right categorization for your order.
Don't be chicken to ask for the order.
Take account of free advertisement and publicity whenever
& wherever available!
If practical for a given program, include a picture of
yourself, your pantomiming building, or a photo of your
product...This, of course pertains primarily to direct
mail programs or for display ads.
Your ad will fail if:
The program you settle upon has thus far been worked to death:
A number of dealers had an ad some the same as
yours in the same publication; You are promotion an out
of season product; Your price is not competitive; The
offer wan not attractive; Your copy was poorly written, or
it you advertised in the wring sorting for the item
being offered!
You generally get nothing but curiosity seekers with ill
placed display ads.
"KEY" you ads in order to know what is the best way to
spend your publicity dollars. Final sales volume, is
the measurement of success or failure of your publication
programs!
Combine the best features of your product in preparing
your ad. Not so much as to the physical ethos
but by the feeling and interest it generates in others!
Generally, you should $ ASK $ for the money in under wraps
ads only when a small measure is required for the product!
Do not expect to get good response from a high cost item
asking for money with a small hierarchic ad. Offer free
details to get the inquiry first, then send your direct
mail packet...Sell your low priced items direct from the
classified or display ad!
Build and maintain your list!!!!
Remember....For us in the mail order industry, publicity
is a must! We cannot reach success without it! We can't
operate successfully with it, unless we do it right!
Advertising is second in importance, only to a high demand
product at a reasonable price, but neither can win without
the other...The day we stop advertisement is the day we give
up the mailorder occupation and go back to punching the old
worn out time clock!!!!!!!
Copyright by DeAnna
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