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HOW TO AVOID COMMON ADVERTISING MISTAKES
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*Advertising isn't hard to do. You prepare an advertisement or write a
*classified ad to sell your product or generate interest to send people more
*information. But the way most people make mistakes is either by their
*inability to write effective ad copy and by sending it to be published in
*the wrong publication. Here are some pointers to follow:
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*Writing Effective Copy
*Never try to sell anything costing more than $5 in a small display ad or a
*classified ad. First of all, you don't have enough room to tell people
*everything they need to know to entice them to order.
and
*Instead, you need to employ the "Two-Step" method of advertising. Request
*the reader to send you $1 or 4 first-class postage stamps for more
*information. When they respond, you will send them a brochure, flyer, order
*form and cover letter so they can place an order for the real product.
and
*Now that pricing is out of the way lets talk about writing your ad copy.
*The best way to learn how is to read the ads other people have written.
*Don't copy them word-for-word, but use them as a guide to write your own ads. Once you
get the hang of it, you'll be writing eff
*ective ad copy just as well as the pros.
and
*Advertising in the Right Publication. Although this may sound a little
*silly and you think it is only common sense to know this _ people will often
*overlook this fact when choosing the publication they will be advertising in.
*Instead, they will look for the lowest price for the amount of circulation
*they receive. Unfortunately, this does not work out. Even though you need
*to look for good deals that make it easy on your pocketbook, you will be
*throwing money away if you don't pre-qualify the publication you choose.
and
*One way of pre-qualifying the publication is to send for a sample copy.
*Most publishers will send them to you free of charge for the asking. If you
*don't know of any mail order publications, just write to Glenn Bridgeman,
*PO Box 10150, Terra Bella CA 93270 or William Lee, Rt 1, Box 10790,
*Madisonville TN 37354 and ask them to send you some. (Be sure to enclose
*$1 or 4 first-class postage stamps in with your request to offset postage
*costs.) If you tell them you are new to mail order and are interested in
*publications to advertise in, you certainly will find the $1 you spent is
*well worth the effort because both of these publishers are very reputable,
*honest and helpful.
and
*Study the publication to see what other people are advertising and how they
*are advertising it. Contact some of the people who sell items similar to your
*own with the hope of networking with them. You would be surprised how much
*free publicity you can get just from corresponding, calling and networking
*with others.
and
*Once you locate a publication you want to advertise in, give it a try for
*3 months. If you don't get any response or only a few orders, try another
*publication. There are millions of them and eventually you will hit the right
*target market that will be interested in what you have to sell.
and
*Don't Stop With One Publication. Just because you locate the target market
*of people who are interested in purchasing your product there is no reason
*you can't advertise in more than one publication. In fact _ if you don't,
*your ad will become stale. If the same people continue to see your ad every
*month they will probably get tired of looking at it. Besides, if they wanted
*the product they would have ordered it by now. Don't tire them out! Alternate
*different size ads and get rid of ones that don't work well.
and
*Leave your ad running as long as it brings in orders for you but also
*advertise in 5, 10, 20 or 50 other publications also to generate a steady
*stream of orders and to reach more people.
and
*Key Your Ads. Many beginners in mail order never key their ads so they
*know what publication people saw their ads in. In fact, I personally never
*did this myself and ended up losing a lot of money. So please don't make the
*same mistake I did. Keying your ads means that you place a code of some sort
*in your address so that when people write and order something from you, you
*immediately will know where they saw your ad. Keep a record of every name
*and address of the publisher you send an advertisement to. Record the date
*you sent the ad and the date you received a checking copy, proving that your
*ad appeared. Also record the "code" you used so you can immediately identify
*where it came from.
and
*If your address is "123 Anytown St," it could become "123 Anytown St,
*Suite A" for one publication and "Suite B" for another. The postman will
*still deliver your mail to "123 Anytown St." Of course, if you live in an
*apartment complex and there are apartment numbers you could turn "111 Johnson
*Apt A" into "111 Johnson, Apt A-1" for one publication and "Apt A-2" for
*another. Post office box addresses are also simple. Turn "PO Box 585" into
*"PO Box 585, Dept A-1" for one publication and "Dept A-2" for another.
and
and
*People will sometimes even change their name on the ad for keying purposes.
*You might see the name "Harriet's Recipe Book" instead of Harriet Ranger.
*Harriet might also use "Harriet's Cookbook" or even "Harriet's Solution to
*Stress" on her ads relating to these products. Use your own imagination and
*pretty soon, keying your ads will be a normal part of your life.
*Be sure and keep track (on your Record Sheet) of how many responses you
*receive from each publication. After 3 months, look over your Record Sheet
*and get rid of the publications that didn't do well. You'll go broke if you
*spend $10 per month advertising a 2-inch ad if you only receive $1 back in
*orders. After awhile you'll be able to see where it pays you to advertise
*your particular product and then you can send in larger ads to those
*publications. Never stop using this method and you'll never stop getting
*orders in your mailbox. It's a win-win situation for everybody!
and
*Tabloids -vs- Adsheets. Another question about advertising that many people
*have is whether its better to advertise in tabloids or adsheets. Many people
*will sell you information on the best day to mail and the best time of the
*year to advertise. They think they have it down to a science and will
*convince you of their methods.
*However, there is NO set rules that can be employed by everyone. That's
*because there are a wide variety of ways to approach various products. If
*you sell travel services and read a report that told you not to advertise d
*uring the summer months, you'd go broke. The summer is the travel industry's
*biggest money-making season!
and
*Don't get hung up on specific statistics made by people who claim to be
*expert researchers. There is no way to determine what is best for you than
*to try it yourself and see what works. You are the person in control of your
*business and you are where the buck stops. Take advantage of your authority
*and try every angle you can think of until you determine what's best for your
*company's product and/or service.
and
*Tabloids are a fantastic advertising vehicle and adsheets are too. Sometimes
*people feel a small 1" camera-ready ad gets lost in a tabloid filled with
*100's of them. This may be true in some circumstances and not true in others.
*Do you look at 1" ads in tabloids? Of course you do. You scan the pages and
*your eye is always directed to one or two on the page that catches your eye.
*Ask yourself "why" they caught your eye. Was it because the ad was placed in
*a specific area on the page? Was it because of the headline or the word
*"free"?
and
*Classifieds work well in tabloids and adsheets and sometimes they don't,
*Look in the back of the Globe or Enquirer. Don't they have page after page
*of classified ads? If nobody was reading them and responding to them, the
*advertisers wouldn't be submitting advertising to the Globe or Enquirer for
*them. So evidently, people DO read classified ads _ even if there are 100's
*of them. Test the waters and do what works the best for you.
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