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HOW "INFO-LOADING" CAN INCREASE YOUR AD'S PULLING POWER and *There are many schools of thought on how to write a successful *direct-response ad, letter or brochure. Some say you need to be subtle, *some say be harsh, some say be round-about, some say be direct. There is *one technique, though, that is coming to the forefront as one of the most *successful to employ. and *Info-Loading is the style of overloading an advertsement with information *about your product or service. The theory is, you give the customer more *information than they'd ever want on your product/service, and they'll feel *more confident about you and what you offer. Also, the customer that *actually reads through it all is the one who's interested enough to buy *what you offer. The good news is, it works! and *Here's how to do it. Say you're planning a quarter-page display ad in a *magazine. Instead of leaving a lot of white space, so it looks open, and *instead of putting pictures in to catch the eye, fill the whole space with *text! Load it with as much information as you can fit in, without making *it unreadable. To prevent it from looking like a grey blur when the reader's *eyes scan through the page, put a bold, black box around the ad, a bold *headline, and emphasize important words and phrases with bold print. and *You can do the same thing with a mailing. Put together a four-page sales *letter loaded with copy, then add a brochure/flyer that re-emphasizes the *important points in even greater detail. and *A few cautions with this technique. First, make sure you actually have *something to say! We are so conditioned to being economical with our *words in advertising that it'll be hard to info-load without feeling *repetitious. Instead of rambling on about features, tell customers every *single benefit they'll get from your product/service. BENEFIT is the *important word.

* *Give Info-Loading a try. Depending on your audience and what you're *trying to sell, you may find that info-loading can load more sales into *your bank account! and and and and

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