The Do'S And Don'T'S Of Profitable Mail Order Ads
Regardless of how you slice it, the most important aspect of any successful mail order business is it's 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 and 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 people, your sales will not live up to your expectations and hopes... And, unless your ad "grabs the interest" of your potential buyers, you still won't make the kind of money you have in mind...
The eye-catching appeal of your ad must start with the headline. Use the headline to quickly create a vision within the mind of the people seeing it - 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, then your money and efforts are wasted.
In writing your advertise, you must put yourself in the shoes of your reader - quickly interest him in your offer, show him how he can get what he wants, and then cause him to send for your solution to his problems immediately. Your copy must exude enthusiasm, excitement, and a positive attitude.
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 can't or don't expect to keep. To do so will definitely get you in trouble with the Federal Trade & Fair Practices people.
Use a hard-sell approach! Say what you feel and believe about your product. Use common, ordinary, everyday "correct" English.
Stress the benefits of your product or service. Explain to your reader how owning a copy of your book, or availing himself of your service will make his life richer, happier and more abundant. Don't get involved in listing the money you've spent developing the product, researching the information you're selling, or whatever qualifications you might have for being able to offer it - Stress the "sizzle" and the value to be gained from ownership.
Be sure 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 just one person. Don't let your ad sound as if you were on a soapbox addressing a huge stadium full of people.
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