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Jun 26
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Without reference to how you look at it, the most significant facet of any successful mail order business is its advertising. First off, you need to have a dynamic, impressive ad that pulls the eye and grabs the interest of the people you’re making an attempt to sell to.
Therefore , unless your ad actually “jumps out” at the reader, your sales will not measure up to expectancies, and your ad cash will be wasted. Use the title to really quickly make a picture in the minds of the reader–a vision of all their issues being solved, and achievement of the sort of contentment they seek. If your strap line fails to catch the eye of your prospect, you can’t hope to capture him with the leftover of the ad, as it will go. To do so could get you in trouble with the Fed Trade and Fair Practices folk. 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 become involved in detailing all of the money you have spent developing the product or researching the. It’s vital to involve th reader as frequently as possible thru the utilization of the word “you.” Write your copy just as if you were talking to and trying to sell only one person. Do not let your ad sound as a spokesman at a lectern addressing a big stadium stuffed with folks, but like there were just one individual “listening.” Keep your copy easy, to the point, and on target toward selling your prospect the service due to its benefits. Put simply, make it simple, but clear ; at any cost, you do not need to confuse the reader.
Precisely what he will get for his cash ; the advantages he’ll receive;how to go about ordering it.
You have got to get the eye of the prospect quickly, interest him in the product you are selling, make a wish to enjoy its benefits, and you can then close the sale. Copywriting, whether for a display ad, classified ad, promotional letter or leaflet, is a learned talent. It is one any one can master with a little bit of study, practice, and maybe some pro steerage. Your first move, then, is to study your competitors, recognize how they’re selling their stuff.
Practice rephrasing their advertisements from a different viewpoint or from a different sales angle.Keep a file of advertisements you have clipped from different publications in a file of ad writing concepts. But do not copy any one else’s work;just use the ad material of others to excite your own. Some of the “unknown facts” about advertising–and ad writing in particular–tell us that you can’t ask for at least $3 in a short classified type ad. If you are attempting to sell a $10 item, you will need at least 1 / 4 page–perhaps even a half page of copy–and $15 to $20 items need a full page. If you are making offers thru direct mail, best to get into the postal system with it on Sun., Monday or Tues., to be certain it doesn’t arrive on Mon., the first and busiest day of the week.