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How To Write Profitable Mail Order Ads
HOW TO WRITE PROFITABLE MAIL ORDER ADS
Regardless of how you look at it, the most important aspect of any
successful mail order business is its 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, 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 reader,
your sales won't live up to expectations , and your ad money will be
wasted.
The eye-catching appeal of your ad must start with the headline.
Use the headline to very quickly create a picture in the minds of
the reader - 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, you cannot hope to
capture him with the remainder of the ad, because it will go unread!
So in writing your advertisement, put yourself in the shoes of your
reader. You have his attention for just a little while, so you must
quickly interest him in your offer, show him how he can get what he
wants, and then cause him to send immediately for your "solution" to
his problems. Your copy must exude enthusiasm, excitement, and a
positive attitude. Don't be afraid to use a hard-sell approach!
Say what you feel and believe about your offer. And use common,
"everyday," but correct English.
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 cannot or
don't expect, to keep. To do so could get you in trouble with the
Federal Trade and Fair Practices people.
Stress the benefits of your product or service. 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 get involved in detailing all the money you've spent
developing the product or researching the information you're
selling, or your credentials for offering it. Stress the "sizzle"
and value of ownership.
It is important 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 a speaker at a podium addressing a huge stadium filled
with people, but as if there were just one individual "listening."
And don't try to be overly clever, brilliant or humorous in your
advertising. Keep your copy simple, to the point, and on target
toward selling your prospect the product or service because of its
benefits. In other words, keep it simple, but clear; at all costs,
you don't want to confuse the reader. Just tell him exactly what
he'll get for his money; the benefits he'll receive; how to go about
ordering it. You don't have to get too friendly. In fact, avoid
becoming "folksy," and don't use slang expressions.
In writing an ad, think of yourself as a door-to-door salesperson.
You have to get the attention of the prospect quickly, interest him
in the product you're selling, create a desire to enjoy its
benefits, and you can then close the sale.
Copywriting, whether for a display ad, a classified ad, a sales
letter or a brochure, is a learned skill. It is one that anyone can
master with a bit of study, practice, and perhaps some professional
guidance.
Your first move, then, is to study your competition, and recognize
how they are selling their wares. Practice rewriting their ads from
a different point of view or from a different sales angle. Keep a
file of ads you've clipped from different publications in a file of
ad writing ideas. But don't copy anyone else's work; just use the
ad material of others to stimulate your own creativeness.
Some of the "known facts" about advertising - and ad writing in
particular - tell us that you cannot ask for more than $3 in a short
classified type ad. Generally speaking, a $5 item will take at
least a one-inch display ad. If you're trying to sell a $10 item,
you'll need at least a quarter page - perhaps even a half page of
copy - and $15 to $20 items require a full page. If you are selling
a really big ticket item (costing $50 or more) you'll need a
four-page sales letter, a brochure, separate order coupon, and a
return reply envelope.
If you're making offers via direct mail, best get into the postal
system with it on a Sunday, Monday or Tuesday, to be sure it does
not arrive on a Monday, the first and busiest day of the week. And
again, unless you're promoting a big ticket item, the quality or
color of your paper won't have any great effect on the response
you'll get, but the quality of your printing definitely will, so
bear this in mind when you place your printing order.
One final point to remember: The summer months when people are most
apt to be away on vacation are usually not good months for direct
mail. But they are good for opportunity advertisements in
publications often found in vacation areas, and in motels and
hotels.
Again, it cannot be stressed too much or too often: Success in mail
order does, indeed, depend upon advertising - and as with anything
else, quality pays off in the long run. Read this report again;
study it; let it sink in. Then apply the principles out lined in
it. They have worked for others, and THEY CAN WORK FOR YOU!
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