Many INDIVIDUAL ELEMENTS ARE PART OF A SUCCESSFUL AD.
1. PERSUASIVE COPY.
A successful ad depends on the wording. It is important to know what you are saying and how you are saying it.
2. PLACEMENT in APPROPRIATE PUBLLICATION.
Although it may seem obvious, this is often overlooked. Your ad won’t be seen by the right people if they don’t want to respond.
3. SPACE/PRICE IMPORTANT.
A small classified or a one-inch ad space is not enough to sell expensive merchandise. These can be used to build a mailing list at a low cost by asking for information from readers. The size of your ad must increase proportionally to the selling price if you plan to sell direct from it. For items selling from 42 to $5, you will need two to three inches of space. Half a page is required for items selling between $5 and $20. It is best to place inquiry ads for items selling above $20 and then follow up with a printed sales presentation. Although there are exceptions to this rule, it is generally safe.
4. TESTING ALL THE ELEMENTS.
Unlike institutional advertising (toothpaste, cars, soap, etc.) Mail order selling is not like traditional advertising, which relies on market research, analysis, surveys, and a lot psychology to succeed. Instead, it has a built in “watchdog” that helps to prevent waste and loss and help you avoid making the same mistakes twice. This unique method is known as KEYING. You can determine which ads work best in which publications and which issues by inserting a number, letter or combination into each ad. More sophisticated forms of this testing technique can be carried thru by trying a new headline, a different testimonials,guarantees, etc. Although the testing technique has no limitations, there are risks of becoming test-happy. The testing principle must be used effectively if the results are worth the effort and time spent. It’s not worth the effort if it adds to your paperwork but doesn’t increase profit or reduce costs.
Copyright 2004 DeAnna Spencer You may freely reproduce this article on the Internet, provided the resource box is intact. DeAnna Spencer, a virtual assistant, helps entrepreneurs manage a profitable business by offering affordable administrative support. A blog is also published by DeAnna Spencer for small business owners. This resource is available today.