Direct Mail Rules of Thumb

First and foremost - You should identify your target market. Target your direct marketing lists. Identify who you are selling to, and why they should buy from you instead of your competition. Keep in mind that placing your offer in front of 100 targeted response leads that have shown an interest or have a history of using your product or service can be much more effective than marketing to 1000 non pre-qualified leads.

Find an angle: Attract attention with your mail piece, grab your prospects interest, and hook them in with your offer. The goal is to offer the sales prospects something so irresistible that he or she will immediately want it. Some companies will hook new clients in with an offer close to cost with hopes of retaining the clients in the future.

Your message: Choose a benefit with enough appeal to play on impulse buyers emotions. Know why people buy and identify their want or need. What problem are you going to solve? What "want" will you fulfill? Make sure that your direct mail creative is appealing, start at the stamp and go from there.

Prove it to them: Explain how your service, or your product will perform, and fulfill the prospects wants or needs.

Make it easy to buy: If you want them to place an order make it as easy to make a purchase or gather more information as possible. If you want folks to call you, get a Toll-Free number, if you want to generate a lead, create an easy to fill out form on your website. You may want to include a business reply card with your direct mail piece.

Motivate your prospects take action: Use coupons and other time sensitive limited-term sale offers to create a feel of urgency, promotional techniques like coupons with expiration in bold will highly increase your response rate.

Best Regards,

Brian E. Knapp
Capital Media Services Inc
<a target="_new" href="http://www.ResponseMaker.com">http://www.ResponseMaker.com</a>
PH: 919-329-2504 ext 102

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in your advertising is the word Free.

But, you may well ask? how can I make a profit giving my products and services away without charging for them?

Which is the exact reason why you need to understand the 'LVC Formula' which stands for the Lifetime Value of a Client!

Here's how it works. Let's imagine for a moment you own a beauty salon. Now if you get a new customer, they may pay you $80 for their first treatment.

But how much is this $80 client really worth?

After all, most clients will continue to buy off you for many years to come.

For instance, let's imagine your average client returns for a beauty treatment 8 times a year? and remains a client for 2 years.

$80 (price of consultation) x 8 (purchases a year) x 2 (number of years)

Now if you have a calculator handy, you'll work out the value of this client as $1280.00.

And if your profit margin is 40% this calculates to a $512 profit per client.

Let's imagine we sent a letter to all the nearby businesses offering women a free manicure valued at $30.00 (I'm not a beauty therapist, so please forgive me if all these figures are way out).

And if the manicure costs you $7 in products and 30 minutes of your time (which if you're not busy? you'd just be sitting on your butt anyway!)

So effectively the $7 investment could have just made you $512 in profit.

And how easy is it to give away a free manicure?

Or for other industries?

?A free car service<Br> ?A free dancing lesson<Br> ?A free consultation<Br> ?A free ice cream<Br> ?A free report of some sort

The secret lies in giving away something which has a high perceived value, but actually costs you very little to produce.

Why does it work so well?

Using the word 'Free' in your advertising STOPS inertia. You see, people are happy with their current hairdresser? or their mechanic.

But when they get an opportunity to trial a product or service for FREE ? there's something irresistible and risk free about it, isn't there?

A word of warning though. Make sure you offer the best possible service? otherwise people will not come back, and you'll get a bad name very quickly.

And of course, where possible, make sure you collect a database? and measure your results.

What could you offer for FREE? Write down a few ideas now? and start implementing this stuff.

It could have an almost overnight effect on your sales.

Scott Bywater<Br> Copywriting That SELLS<Br> Level 12 / 418a Elizabeth Street<Br> Surry Hills, NSW, Australia<Br> 1300 88 21 91 / + 61 2 9282 6445

Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them visit his web site at <a target="_new" href="http://www.copywritingthatsells.com.au">http://www.copywritingthatsells.com.au</a>

Moving message Sign

Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used for eye-catching shop-front or under awning advertising, promotions of products or services, directing and/or welcoming customers, displaying safety and emergency information, directing customers to specific service areas or entrances etc.

Moving message signs need the most sophisticated software and hardware to enable them to make them active and run quickly. They are user friendly and easy to program a wide variety of text and graphics.

Programming important messages and changing them whenever you like using the handy wireless remote control is the most feasible feature with which custom requirements are satisfied. Special features include user programmable logos and graphics as well as variance in flashing effects and speed.

Jayex Technology provides standard range of moving message signs build to meet customer's requirements. Easy installation, wall mounting or any other options with handy accessories are the unique features of this company. Simple programming techniques via portable keyboard, or remotely by personal computer or modem are the added advantage.

The moving message signs comes in variety of range, that differ in size, height of character and color of the text or graphic to be displayed. Also multi color option can be chosen to make the screen more effective and eye-catching.

About The Author

Paula Jones

Jayex Technology Limited, based in London specialise in advanced information display systems. Established in 1978 we have pioneered the development of the LED display market and now have over 18,000 customers worldwide. We offer, probably the largest range of models from small single line signs to big screen Megavision screens that can display live video and action replay in stadia.

<a href="http://jayex.co.uk" target="_new">jayex.co.uk</a>

Radio Interview 101

Different Types of Station Contact

Reaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station the show is done at. What's best? All of them at the same time, of course. But since that's cost prohibitive for almost any guest, you have to pinpoint what will do an acceptable job for an acceptable price.

Personal contact with prospective hosts is always the best, done by either by the guest or the booking person. These personal visits are usually only possible in the hometown of the guest or booking person, since radio PR campaigns just don't charge enough to pay someone to visit stations nationally. (Interestingly, high-level music airplay promotion campaigns DO charge enough for personal visits.) Regardless, if there is ever a chance to meet face to face with a host, do it... they will never forget you.

The telephone is the big equalizer in booking interviews. Most radio interviews are booked on the phone, since you can reach every host in the country, and, since hosts are big phone-people. Plus, radio people are used to being hit with calls from music promoters, syndication promoters, equipment salespeople, audience calls, etc. Two things about the phone, however,... you have to hit the hosts at the right time (especially music-station morning crew hosts/producers), and you have to sound good doing it.

Printed ads in radio publications are used by a lot of people who are trying to book interviews, and while these ads do generate "some" calls from smaller stations, I'll go ahead and say that an ad's purpose is not so much to generate calls as it is to build awareness (much like a billboard on the side of the road just builds awareness.) These printed "trade" ads certainly do have a use, but I just would not rely on them to make your phone ring.

Ads on radio websites are even a bit less useful than printed ads, as far as awareness-building is concerned (and certainly as far as generating calls is concerned.) It has something to do with radio's fight over the internet for streaming, artists, banner sales, etc. Regardless, radio does not take things seriously that are presented via banner ads ONLY. However, if you have a great site, adding a banner (that links to your site) as part of your phone campaign makes good sense.

Email contact is good for college stations and music-directors at community stations, but it is very weak at convincing commercial stations on FIRST contact. Once they know you, however, email is a good tool to get booking-times and dates across. Email has to be pin-point to the person... personalized and all. You cannot send one email to a list of people... they will never respond, and they will block you.

Fax is most certainly just an image builder (like a billboard), and not a booking tool. Getting your guest's point across in a fax (if used by itself) usually never works since it never gets to the right person. And you can't send it multiple times to the same fax machine, since that would not be welcomed.

Postal mail is a bit better than fax, as far as getting to the right person is concerned, but the cost involved, along with the proper-addressing hassle, makes mail prohibitive except for simple postcard-type image builders, or when mailing a book or book-cover is really needed. A nice thing about mailings is that you can target several guests with multiple pieces, mailed in intervals so that you don't fill up the receptionist's desk with your stuff.

Bryan Farrish Radio Promotion is an independent radio interview promotion company.
<a target="_new" href="http://www.radio-media.com">www.radio-media.com</a>.
310-998-8305

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business.

Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.

Sounds like a poor way to do business, doesn't it?

I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. "To get the company name out in front of the public so I can get more business." they reply, with some relief.

This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That's it. What a terrible waste of money!

Unless your company grosses a billion dollars a year, you can't afford to do institutional ads. If your company does gross over a billion dollars a year...you're probably too smart to run institutional ads.

Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, "What can you do for me?" If you're careful to answer that question with a powerful offer and reasons to buy now, you're on your way to advertising success...which results in increased sales and profits.

How can you improve your chances of increasing sales?

Let's look at some profit-producing ideas...

SEEK PROFESSIONAL HELP

Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.

Good advertising talent always pays it's own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.

If your resources are limited, don't feel lost. There's no reason why you can't learn to write an effective ad. That's what the rest of this article is all about...how *you* can create advertising that sells.

FOLLOW A PROVEN FORMULA

One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.

In it's simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect's Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.

As we expand on each of these elements individually, you'll discover for yourself how to apply the formula to your specific situation.

ATTENTION (The Headline)

Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.

A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.

How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.

Here are some examples...

"Save 50% On Office Supplies...Send For Your Free Catalog Today !"

"How YOU Can Create Advertising That SELLS!"

"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"

"How To Design Profit-Producing Web Sites That SELL!"

APPEALING TO BUSINESS EXECUTIVES

When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:

1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow

Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.

INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)

You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.

Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.

Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don't confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.

Tip #3: Long copy sells...as long as it's good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can't get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).

ACTION(Ask For The Order)

Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!

Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.

Show what the customer is going to lose if he doesn't order now.

If you are a retailer, include a map to your store(s) (newcomers love them). Show the credit cards you accept, list the hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out the red carpet."

INVEST IN FUTURE PROFITS

So there you have it. A primer on good advertising. If I've piqued your interest to learn more, then check out the other articles available at this resource.

Remember, bad advertising...no matter what the media...is an unproductive expense.

Good advertising is an investment in future profits!

Good advertising and good management go together. You can't have a successful business on-line or off-line---without both.

Thom Reece is CEO of Online Marketing Resource Center [<a target="_new" href="http://www.E-ComProfits.com">http://www.E-ComProfits.com</a>] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". Free subscripton at: <a target="_new" href="http://www.WMSTDirect.com">http://www.WMSTDirect.com</a>, mailto:thom@e-comprofits.com

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways to promote yourself through public relations to compliment you advertising regiment and keeping your name out in the public and in front of your best customers. There are many ways to keep yourself visible on top of your typical advertising choices. Perhaps you might send some adverting to some newsletters as well as your newspaper print ads, radio and cable advertising. Here are some of the places you should try to place your company's Public Relations for possible feature stories, ads or announcements:

Local Newspapers

Large Company Employee Newsletters

Contractor Newsletters

Chamber Of Commerce Newsletters

Local Industry News

Real Estate Multiple Listing Books

Local BBS Bulletin Boards

A marketing piece might also be to insert our flyers in the daily newspaper. This usually ranges from $23.00-35.00 per thousand if we print the flyers and $25.00-50.00 per thousand if the newspaper prints them. The newspaper rarely prints flyers in house, although some do. They contract it out because their printing presses are all computerized and specialized for that industry only. Large newspapers such as The Los Angeles Times have really neat programs whereby they will mail a flyer to every residence, which doesn't take the paper. Christmas time is a bad time to do inserts because it gets lost in all the shuffle of 20 other color catalogs of every retailer under the sun.

Most small newsletter will allow you to insert for a similar price and although the volume is less it is more targeted and thus you get a much bigger percentage ratio of new clientele. You should be thinking here to increase your exposure and attract new clientele to your small business. Think on it.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen.

That's a huge benefit! That's what you need to sell in your ad campaign, and those are the things you need to do in order to become successful.

You don't have to be worried that network marketing prosperity is difficult. It isn't. In fact, it has never been so easy to make a decent second income or even a full time. But it takes time, persistence and uniqueness.

The people looking at your ads and reading your follow up letters are going to judge you and your whole business not only by what the materials have to say, but also by their appearance.

Be sure you send a powerful, positive and convincing message. Invest some time and money on your marketing materials, the payoff will be well worth it. Look at others ads on the Internet, see what's attracting you, this will most likely attract others too.

Do you see what I have in mind? Your advertising campaign will be the propel to your business success. By now you think "How do I create one of those successful ads" After all, It's the words that sell your opportunity. Write a good ad and It's taking you to the top. Read others ads, get some good ideas from it, don't copy it, that's theft. Just get some inspiration from it. Let your friends take a look at your new written ad and say what they think about it, honestly.

Now where to put your ad? If you place your ad in a pets publication and the ad is promoting toys for children you might not get a single response. But placed in the right publication it will be a winner. It's very important that you from the beginning know exactly where to put your ad. Just think about you having spent hours on that ad and then you put it in the wrong publication and get no response at all, that's a big waste of time and effort.

My best advise is that you always work on your ads. Write them down, leave them for some time, go back to look at them again, let others look at them and after a while you will see the picture of your ad and you will se if it's working or not. If not then you have to start from the beginning and write a new one and follow the same procedure again. But now it's easier because you are deeply involved in the process.

The Internet are full of ads, start clicking around and read others ads, this is the best way to learn what is working or not. You probably can tell instantly when an ad is good or not at least after a while.

This article courtesy of <a target="_new" href="http://www.ult.net">http://www.ult.net</a>. You may freely reprint this article on your website or in your newsletter provided this courtesy notice and the author name and URL remain intact.

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!...Seriously!) If you own a small business today, you look at many advertising mediums. The majority of these mediums lump themselves into 2 categories, creative or direct.

Creative has always been the crapshoot for the small business owner. A sales rep walks into your business, espousing the greater good of television or radio advertising, quickly moves past the ratings, viewers etc and into the sexiness of hearing your name at 6:57am Monday, Thursday and Saturday if you are watching station X or listening to station Y. If this product didn't work, a Super Bowl commercial price tag wouldn't make headlines every December (for how much Geico paid) or late February (to hear which is most memorable). The key with creative is frequency. If you have realistic budget for frequency, you can make the phone ring with a creative campaign. If you have that budget you probably aren't reading this article. Realistically speaking, you don't have a ton of money to risk on creative advertising effectiveness, haven't backed it up with a call to action, and you need, pound for pound, the least amount of advertising money possible, with the most phone calls?

Enter direct advertising. Classified sections in newspapers, they make your phone ring, if you're selling something people want. (For the record, advertising in the sports section of your local paper is creative advertising (people don't go to page 5 of the sports to regularly check out the latest prices on used cars.) Classified advertising is in the process of going from the newspaper industry's cash cow to taking it on the chin from EBay (ever heard of it?) and even more attractive small town slugger, Craigslist (you go Craig!). If you're business pumps out used cars by the pound, chances are you, or your salesmen are using these two websites to start realizing savings from Rupert Murdoch and his yacht-owning cronies. Even the best of EBay or Craigslist, however, doesn't put much of a dent in your P&L statement if you are service based like a contractor, or general retail, like a bookstore.

Enter the yellow pages?Pound for pound, no other medium makes the phone ring at your business like the good old fashioned yellow pages. Throw down your money, and answer the phone. You already know that. So do all the TV stations, radio stations, and newspapers in the country. The best protected advertising budget in any small business is the yellow page budget. Yellow pages are the scourge of the other guys. How many radio sales reps will walk into your store after you started your advertising campaign and say, &quot;Tom, your $1,000 invested with my station this week got you 48 phone calls?&quot; (If you find a station like that please send me the phone number, and I retract everything I said earlier) When someone wants a plumber, a pool boy, a new pool, or a divorce attorney for getting the new pool without his wife's approval, they pick up the weathered old yellow pages, leaf through a few adverts, and call someone that sells what they need.

So, am I telling you to advertise in the yellow pages?,,, Not so fast Skippy?First, let's look at the cost of the yellow pages,?You want the phone to ring in Miami, and you're a plumber? Better be ready to pony up some serious cash?say $3-4k per month. In Miami, the average cost of a service call could be around $65. If you don't have a crew, that ad needs to generate 61 calls to break even, not including the employee cost, travel costs etc. Not so bad? How many calls did you need to generate those 61 service calls? Did you go see everyone that called you? I would guess, for a contractor, you might get lucky and have a 50% close rate?122 calls?to break even. Don't forget to pay yourself?200 calls. Depressed? Better be glad you don't sell shoes. The same ad would generate a much lower close rate, and you need to sell an dump truck of shoes every month!

What's my point? Enter the ELECTRONIC yellow pages?No print bill, real time changes, and guess where all those print yellow pages are putting their money these days? BellSouth and SBC just paid $100M (you know, $100,000,000) for a new domain name, and combined their &quot;competing&quot; forces to make a better entry in the fray, thinking that you might remember yellowpages.com better than smartpages.com or realpages.com. (Makes you wonder where Google fits into the old branding and name recognition game.) Verizon seemed to get the concept a little better with superpages.com by aligning with Mr. Gates over at MSN right around the time Al Gore was inventing the internet. Getting back to the point, the internet yellow pages are going to do to print yellow pages what EBay and Craigslist have done to the newspaper companies. No paper, no ink, usage climbing (for electronic yellow pages, usage is climbing to as high as 70% of online searching, and buying) and real-time, do-it-yourself advertising. Advents such as community ranking, mini-sites, toolbars, pay per click, pay per call, and just about every way possible to pay for performance, track performance, and see what other buyers of your goods or services thought of your business. Due to the ever changing, &quot;who's in first place&quot; of the internet, there has yet to be determined if there is a Lance Armstrong in this race. Our own company USdirectory.com, via its partnerships, and investment into technology, is looking to become a late entry, blue-ribbon bearer. At this point, it's too early to clearly point out which one, or all, or none, of these companies will do to yellow pages what Google did to global search. That being said, even Google doesn't reflect enough tenure to ensure its own top position.

Who wins?? You do, the business owner. Technology is about to reduce your advertising budget the way Southwest and JetBlue changed the airline industry. Your customer base, as they migrate to the internet as vehicle of choice, will reach you at lower price points, and in greater volume, then ever before. Your mission, should you choose to accept, in investing in the right mix, at the right point, and try to cater not only to your existing radius of business, but around the planet with new and specialized niches?but that's another story.

Skip Middleton<Br> Boca Raton, FL USA<Br> <a target="_new" href="http://www.USdirectory.com">USdirectory.com</a><Br> Search. Find. Buy.

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business.

Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.

Sounds like a poor way to do business, doesn't it?

I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. "To get the company name out in front of the public so I can get more business." they reply, with some relief.

This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That's it. What a terrible waste of money!

Unless your company grosses a billion dollars a year, you can't afford to do institutional ads. If your company does gross over a billion dollars a year...you're probably too smart to run institutional ads.

Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, "What can you do for me?" If you're careful to answer that question with a powerful offer and reasons to buy now, you're on your way to advertising success...which results in increased sales and profits.

How can you improve your chances of increasing sales?

Let's look at some profit-producing ideas...

SEEK PROFESSIONAL HELP

Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.

Good advertising talent always pays it's own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.

If your resources are limited, don't feel lost. There's no reason why you can't learn to write an effective ad. That's what the rest of this article is all about...how *you* can create advertising that sells.

FOLLOW A PROVEN FORMULA

One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.

In it's simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect's Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.

As we expand on each of these elements individually, you'll discover for yourself how to apply the formula to your specific situation.

ATTENTION (The Headline)

Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.

A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.

How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.

Here are some examples...

"Save 50% On Office Supplies...Send For Your Free Catalog Today !"

"How YOU Can Create Advertising That SELLS!"

"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"

"How To Design Profit-Producing Web Sites That SELL!"

APPEALING TO BUSINESS EXECUTIVES

When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:

1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow

Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.

INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)

You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.

Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.

Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don't confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.

Tip #3: Long copy sells...as long as it's good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can't get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).

ACTION(Ask For The Order)

Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!

Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.

Show what the customer is going to lose if he doesn't order now.

If you are a retailer, include a map to your store(s) (newcomers love them). Show the credit cards you accept, list the hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out the red carpet."

INVEST IN FUTURE PROFITS

So there you have it. A primer on good advertising. If I've piqued your interest to learn more, then check out the other articles available at this resource.

Remember, bad advertising...no matter what the media...is an unproductive expense.

Good advertising is an investment in future profits!

Good advertising and good management go together. You can't have a successful business on-line or off-line---without both.

Thom Reece is CEO of Online Marketing Resource Center [<a target="_new" href="http://www.E-ComProfits.com">http://www.E-ComProfits.com</a>] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". Free subscripton at: <a target="_new" href="http://www.WMSTDirect.com">http://www.WMSTDirect.com</a>, mailto:thom@e-comprofits.com

How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads

If you're interested in improving the selling results of your ads, tweaking your headlines is a great place to start. Because your headlines influence the sales results of your ad more than any other element.

A great ad with the wrong headline can bomb, whereas a great headline on an average ad will probably do OK. Let's take a look at a few techniques for coming up with sales-boosting headlines.

First things first: Avoid these proven sales-killing "headlines" like the pox:

Your company name

A generic industry or service category (e.g. "Plumbing Contractor")

Or on a website or brochure, "Welcome to ABC Industries"

The points above sound basic (and they are), but it's surprising how many ads and websites make those mistakes.

So you've avoided those mistakes. What techniques can you use to create great selling headlines that practically catapult your readers into your ad? Here are a few ideas...

1. Call out to your target audience

If your message is aimed at stockbrokers, mention "stockbrokers" in the headline.

2. Mention specific benefits

Face it - consumers are jaded. We all are. Heck, I can hardly get out of bed in the morning :) General statements like "Lose weight fast" or "Save Money on _____" are no longer effective. Specific numbers and images evoke much more potent images in your prospects' minds than generalities. That's why they sell much better.

3. Use vivid, evocative verbs

Especially online, high-energy headlines work very well.

Here's a headline that uses all 3 of the above techniques...

"New Software Boosts Stockbrokers' Income by 34, 43, even 125% - by Slashing Time Spent Chasing "Dead" Accounts and Laser-Focusing Your Energies on the Big Players"

OK, it needs a bit of work, but you get the idea. Some people don't like this type of headline - it's too "hypey". And it's certainly not right for every kind of product or service - but I've had very good success with this type of headline, especially online.

4. Use "cognitive dissonance"

That's a fancy way of saying, make your audience curious. Here's a headline we're testing for a client who sells bumper stickers:

"Do You Wonder How We Can Sell Full-Colour Stickers At A 1-Color Price, with FREE Artwork?"

This type of headline makes people curious - they feel compelled to find the answer and relieve a sense of "dissonance" with this apparent paradox.

5. Include some challenging or surprising information

Here's a headline that I wrote for a lead-generating website for a rubbish removal contractor, 1300 Rubbish:

"Fast, Professional Rubbish Removal, Sydney-wide...We'll Pay You $1 Per Minute In Cash If We're Late!"

The "hook" is the guarantee. Also bear in mind that most of the people who see this headline will have already searched for the term "rubbish removal sydney" or similar, so they are expecting to see something related to those keywords.

How are your headlines? Can you use any of the above tips to get better response?

For more detailed information on how to improve your ads and written marketing materials, you can sign up free to our monthly newsletter, "Results-Driven Marketing Secrets".To join, just fill in the form below...

William Swayne is a <a target="_new" href="http://www.marketing-results.com.au">internet marketing consultant</a> based in Brisbane, Australia. He can be contacted at <a target="_new" href="http://www.marketing-results.com.au">Marketing-Results.com.au</a>.

Make the Right Advertising Decisions

Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness. However, it is an activity that often leaves us with unsettling questions. Am I wasting my money? Is there a better method, message, or media?

Unfortunately, when it comes to advertising, there are no standard answers. Advertising involves making the right decisions, and what may be right for one company is usually not appropriate for the next. If you want to answer the many questions you have, ensure that your dollars are generating a return, and take control of your advertising efforts, make sure that you have the following.

1. The Right Reason. Advertising can be a powerful ally, but only if done in a fashion to ensure you get the most out of every dollar you spend. First and foremost, start with the end in mind. What do you want to accomplish? What market do you want to reach? What reaction or action do you want from this market once reached? How is your advertising campaign going to prompt this reaction or action? Spending the time upfront to clarify these objectives will make you money in the end.

It is also important to remember that nobody knows your business like you do. Rely on ad representatives for their expertise in the industry, but realize that you have to make decisions that fit for your company. Don't be forced to make quick decisions due to impending deadlines.

2. The Right Plan. Look at advertising as one part of your marketing plan. Having the right plan means coordinating your efforts to get the most bang out of your buck. How will your advertising efforts fit in to all current marketing and promotional activity?

There are many ways to partner your advertising efforts with other marketing activities. For example, if you are engaging in direct mail or phone sales, ads should be timed to support these efforts! Also, take advantage of ad space to enhance your public relations efforts. Place your company in a positive light by advertising your community charity involvement. Communicate your intended message, but also add a line thanking employees who help local charities. Consider using ads as methods of showing customer appreciation and to communicate your awards, honors, and achievements. Don't clutter ads, but do make sure to view advertising as a multi-faceted opportunity.

3. The Right Medium. With clear objectives, your next challenge is to determine which media is going to be the most effective for you. We all have our preferences?some prefer print; others swear by radio or television. Put these biases away. Start with an idea of the target market you want to reach and answer the following questions: Are you trying to reach a general consumer or business? If businesses, what types? If consumers, what age range, financial bracket, and sex are they most likely to be? What activities, interests, and concerns tend to be shared among this population? Are you trying to appeal to this group on a local, national, regional, or international level?

With these answers, you can then begin a fact-finding mission. Get in touch with your local media representatives and let them know your objectives, exactly who you are trying to reach, and an idea of your advertising budget as a whole. Have them provide you with information on how the use of their media will reach your objectives and your market. You now can make an educated choice.

Along with considering traditional media (newspaper, radio, and television), realize that your goals may be best accomplished by engaging in non-traditional advertising venues. Inserts, Internet opportunities, door-hangers, billboards, and direct mailers are among the thousands of methods that may be the answer for you. Think outside of the box and seek professional assistance if you need someone to do the legwork for you. Those new to advertising often make the mistake of spreading funds too thin across several media, resulting in ineffective results. The world is ready to take your money; spend it wisely.

4. The Right Message. Unless you have millions of dollars in your advertising budget, don't try to mimic those who do. Make sure your ads have substance and by following the tried-and-true rules below:

Gain Attention! Your ad needs to stand up, stand out, and grab the attention of your market. Whether it is through the use of a simple, bold headline or a stunning sound or graphic?if you don't gain attention, you've wasted your money. Avoid the urge to squeeze everything in and strive for clarity. Capture your market and don't distract them.

Create Interest & Desire. Once they've seen or heard your ad, you have to make it clear why they should care! What makes your product, service, or company different, and why should the customer select you over others? What's in if for them? This is the meat of your message and where many organizations miss the boat. It's not about you; it's about your market.

Prompt Action. Once your market is interested, take it full circle. Prompt action. Offer an incentive for doing so whenever possible. Have them visit your Web site for additional information and special online coupons. Let them know they need to visit your store today while supplies last. Encourage them to call, as the first 50 responses will receive free information. Unless action is taken, you will be forgotten.

5. The Right Follow-Up. Advertising is an investment that requires a tracking system to ensure effectiveness. The action requested in your ad (which should always be present) needs to be monitored. For instance, if you are directing people to your Web site, you need to make sure you are able to track the number of daily visitors to your site. Did your hits increase due to your ads? If you are prompting people to call, those inquiring should be asked how they heard of you. Calls need to be logged, tracked, and reviewed. If you are prompting action in your ads, the right follow-up is all about information gathering. Make sure you have the systems and resources in place to meet anticipated response levels! Doing this will arm you with the information you need to make wise advertising decisions.

This article was published by Business Builders, a marketing outsourcing company that believes very strongly that the best way to gain loyal clients is to offer them valuable information. Their Web site, <a target="_new" href="http://www.easyaspiemarketing.com">http://www.easyaspiemarketing.com</a>, features many additional free marketing resources as well as their e-book, EasyAsPie Marketing available for purchase. For additional information, visit them at <a target="_new" href="http://www.easyaspiemarketing.com">http://www.easyaspiemarketing.com</a>

Create Your Own Business Cards, Part 2

This is the second part of creating your own business card. If you missed the first one, let me know: <a href="mailto:webmistress@janes-place.com" target="_new">mailto:webmistress@janes-place.com</a>

Click in the box, where you want your text to appear.Type in your text. Make sure the text is where you want it. For example, in my card the bottom text wasn't under my logo. To put it under the logo, I highlighted the text I wanted under the logo and clicked on the left button on the tool bar.

You can change the font, by going to the 'Format Menu' and choosing 'Font'. Choose your Font size and the type of Font you want. Click 'ok'. NOTE: Be sure you choose a Font that is easily read. If you don't, you may as well not have a business card.

NOTE: If you create your card and don't like the way it looks, you can undo the changes, by going to the 'Edit Menu' and choose 'Undo'. You can also highlight the area you want to do over and undo it the same way.

If you create your Business Card with a URL or Email, be sure to turn off the hyperlink like we did for our Letterhead.

You can print the Business Cards your self or have them printed professionally. For best results, they should be printed on 250 gsm or thicker paper. Most printers can only handle 160 gsm, therefore you might want to go the professional printer route. If you are operating on a small budget, like most small businesses, print them yourself. That way the cost will just be for the ink and paper.

If you choose to have them printed professionally, you will need to copy it to a floppy disk. To do this, go to 'start' -- 'programs' --'Windows Explorer' . Click on the + next to 'My Documents'. Choose the folder your Business card is in and double-click on it. On the right side of the screen, you will see the file, 'Business Card'. Right-click on it and choose 'Send To' -- 3 1/2 Floppy A'. It will then be copied to your Floppy Disk. Take this disk to the professional printing place and they will do the rest.

If you choose to print them yourself, you will need to create more than one card and buy the paper to print them on [at least 160 gsm].

To create more than one card, we will copy and paste the original card. Click inside the card area. Go to the 'Table Menu' -- 'Select' -- 'Table'. Go to the 'Edit Menu' and choose 'Copy'. Go to the space directly under the first card and hit enter. Go to the 'Edit Menu' and choose 'Paste Cells'. A copy of your business card will appear. Continue this process until you finish the first row. Word will automatically move to the second row. Continue this process until the page is full. Go to the 'File Menu', choose 'Print'. Under 'Page Range', be sure that 'all' is selected. Choose the number of copies you want and click 'ok'.

About The Author

Jane Fulton is Owner & Webmistress of <a href="http://janes-place.com" target="_new">http://janes-place.com</a> 'Home For Newbies & Beginning Marketers'. She has been helping them for almost 4yrs now. She publishes a newsletter, Newbie & Affiliate SOS Newsletter. It appears online twice a month. If you like these 'How To' type of articles, subscribe to her newsletter at: <a href="http://janes-place.com/sos.htm" target="_new">http://janes-place.com/sos.htm</a>

<a href="mailto:webmistress@janes-place.com">webmistress@janes-place.com</a>

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it's not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U.S. born Latinos.

Advertisers crave the buying power of the Hispanic market, the largest minority group in the United States today. But the problem is that they are limited in their knowledge of the Latino community. While they are looking for different types of media to use to hit this desirable market and have their agencies working overtime on the creative end, they are still missing the point.

They are not hitting their intended market, but that has been made much easier for them. They received a gift from the television world in the form of AIM Tell-A-Vision, a distributor of English language Latino television programming. Too often advertisers specially create an ad campaign in Spanish to hit the young U.S. Latino market and by doing that they are shortchanging their brand. As I have stated in various articles, the U.S. Latino market is not a mystery, but advertisers have to go beyond their ad agency and do their own homework.

AIM Tell-A-Vision has made it easier for an advertiser to hit this desirable market by developing various English language programs such as UrbanLatino Television, American Latino Television, Sonidos and Latination. This programming is developed especially to attract young U.S. born Latinos that speak English, which represents over two thirds of the Hispanic market here in the United States.

An advertiser can actually create an ad campaign in English and get their message in front of the intended audience and not the assumed audience. That's not to say that an advertiser doesn't have to gear the campaign towards the Latino market but this medium makes it easier for them to actually gauge their efforts.

Marketers have to disperse of the &quot;Stereotype Marketing&quot; that has engulfed the media dollars which are intended to build brand awareness within this demographic. They need to realize that the U.S. Latino market cannot be put in a cyclone, it is an evolving culture and of the over 65 million Latinos in the United States today, over 25 million are U.S. born.

So how does an advertiser looking to hit the young U.S. Latino market reach them?

Well they first need to bring in an advertising and marketing agency that understands this demographic, like New Age Media Concepts, then develop creative that is geared towards the English speaking U.S. Latino market and put together a comprehensive marketing plan that will get their message to the intended audience.

Of course this would encompass various types of media and not just television, but AIM Tell-A-Vision is an example of an overlooked medium that should be embraced if an advertiser wants to tap into the massive buying power of the U.S. born Latino market.

Louis Victor
New Age Media Concepts
<a target="_new" href="http://www.namct.com">www.namct.com</a>

Louis Victor is the Executive Vice President of New Age Media Concepts, a Marketing, Advertising and Public Relations Firm.

Wheres Me Pot of Gold and Lucky Charms?

We already know this from our history books. If you want to make money today, you must first look back in time to the first time in history that a large portion of our country all tried to get rich at the same time in the same place. The first discovery of gold was at Sutter's Mill by James W. Marshall in 1948, Mr. Sutter's mill contractor and builder. This discovery sprang thousands upon thousands of ambitious individuals to get rich which we refer to as the "Gold Rush."

As you can imagine, these people were not that much different from the thousands of new entrepreneurs trying to get rich on the Internet. But out of all those thousands of people seeking their fortunes, only about 4% to 6% of them even found enough gold to feed themselves. And history books tell us that less than 1% ever became wealthy. This is so similar to the Internet of today that the two are worth comparing.

BUT Wait! A completely different group of people became extremely wealthy in those exact same gold fields...

Who were these people who managed to get rich during those hard times?

They were the people who opened little stores not far from where all the people were digging and panning for gold! These people were the smartest group because they chose to sell the tools that they knew all those gold diggers were going to need. This special group of individuals some how knew that it was a waste of time to dig and pan for gold. This amazing group of people wanted something with better odds. They wanted a sure thing!

They knew that the miners couldn't mine unless they had clothing, tools, and food. So these genius store owners made their fortunes selling the shovels, jackets, pants, wheel barrows, picks, pans, beer, food, hats, medicine and etc. So it didn't matter to them if a miner found gold and got rich or whether that miner couldn't find an ounce of gold. It just didn't matter to the men and women who owned the stores because no matter what, all those people in search of gold still needed massive amounts of supplies to live and more tools to keep trying. The shopkeepers were always there to sell all these supplies!

Whether gold was found or not, during any given day, the shop keepers made the same consistent amount of solid income!

Below you're about to find out why all this is relevant to you and your Internet income.

You now know that history has proven that if you do exactly what the masses of people are doing to get rich, you'll most likely fail. And you now know that if you provide products or services to that large group of people that are all trying to get rich, you'll most likely become wealthy. It's simple! Turn those gold diggers into your customers!

Just for a moment, separate yourself from the rest of them - sit back and relax. While sitting there, watch what they are doing; pay attention to what they are looking for and what they are using to get it. Once you have figured these things out you will know what to do to turn them into your customers.

But in case you don't, here's the simple answer to how you're about to turn all of today's Internet gold diggers into your own customers. First of all, you must ask yourself this question: "What is the single most important thing to all of today's Internet gold diggers? What do they crave and desire the most?"

The answer is "Traffic." In case you're new to the Internet, the word "Traffic," of course, means visitors to your web site. It doesn't take Internet marketers long to figure out that even though they have a professional web site up, not a single person is ever going to visit that web site unless it gets advertised. You have to know where to get traffic and generate MORE traffic.

With all that in mind, I'm about to discuss a very important subject and it may be very controversial to some, and even cause me to lose a few customers but I MUST make my point.

You hear this from people around you, your teachers, your advisors, even television, "knowledge is power." Do you agree?

Please explain.

I've asked a few people this same question and some have explained, "Well, yeah, without knowledge you have no authority."

"Well, it's obvious, without knowledge you have no power."

"Knowledge is what gets the job done in your everyday task."

While these are good explanations, I disagree. You're baffled. Totally understandable because I'm probably the only person on Earth standing up to this worldwide, coined phrase. So I better begin explaining myself before I start receiving hate mails. Allow me to explain by using an example.

Electricity.

Can you agree electricity is power? It has the power to turn your lights on, it's what plays your radio, and it's what starts up your car. Or does it? Electricity doesn't just magically turn your light on, automatically play your radio nor does it mysteriously start your engine. No. The electricity HAS TO BE APPLIED.

Like electricity, knowledge doesn't magically write your sales letter, knowledge doesn't automatically file your folders and knowledge doesn't mysteriously tune up your car. It has to be "APPLIED."

"Where are you going with this," you might ask.

Simply this, "knowledge" is only POTENTIAL POWER. All the knowledge that you hold within you is nothing unless you put it to use. That's it. If after reading this article and you decide to do nothing then you will have wasted your time and effort. Unless you apply what I've taught you, you will have thrown away your money. You can learn from my 4 years of experience or you can ignore it, the choice is yours.

I'm not here to change your mind about anything, I'm just pointing out important aspects to consider and I can only hope it has opened your mind and drive you to take action.

Van Lam is a business opportunity reviewer who speaks his mind and shares his thoughts. He has written a new ebook called, "The Hidden Secrets Revealed." Visit his web site to read the reviews and register at his Private Forum for plenty of free products to download and to chat with other network marketers and online opportunity enthusiasts. <a target="_new" href="http://www.networkersdebut.com">http://www.networkersdebut.com</a>

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two

In part one of this article we discussed the importance of the look or appearance of your brochure.

The look or image that your brochure conveys is vastly important. In fact, the appearance will determine how most people form their initial impression of your company. But, the message on your brochure is just as important. Ultimately you need to say something of value in your brochure if you want it to move people closer to the sale. Here are a few tips to keep in mind to ensure that your brochure has the right message.

1. Speak in Terms of Your Prospects Interests. There's an old saying that all people are tuned in to the same radio station ? WIIFM, which means &quot;What's In It For Me?&quot; That is the question that all people will be asking on a conscious or subconscious level as they read your brochure. Only talk in terms of your prospects wants and interests.

2. Focus on Benefits, not Just Features. Features are the technical aspects of your product ? i.e. power sunroof. Benefits are the enjoyment or satisfaction your customer will get from that feature. Remember that people buy the benefit that your product will bring them not the features. For example people don't want to buy a treadmill; they just want to loose weight and look great. They don't want to buy a washing machine; they want clean clothes with no effort and so on. Don't stop at features; make sure you mention all of the benefits that you offer.

3. Brand Your Logo and USP. This falls under image and message. Make sure you put your logo and your USP (Unique Selling Proposition) together. You want to reinforce the fact that your company is different and better than the competition.

4. Have Some Kind of Offer. To get the most out of your brochure have some kind of offer. Offer a discount, a free report, a sample, a free trial, or whatever makes sense for your business. Having some kind of offer will increase the chances that your brochure will generate sales.

Following these 4 tips will greatly increase the likelihood that your brochure will be noticed, and read, and, hopefully it will aid in making a sale. If you don't follow these 4 tips, then you brochure is probably headed for the trash.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. <a target="_new" href="http://www.brochures.com">http://www.brochures.com</a> <a href="mailto:marketing@brochures.com">marketing@brochures.com</a>

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over a certain dollar amount for ad space. You can also apply this tip to the amount of ads they buy.

2. Offer your customers a free bonus for renewing their ad order. It could be an ebook, special report, online utility, etc.

3. Sell advertising space between your content. You just break an article in half and insert the banner or classified ad between it.

4. Write content that's tailor made to mention and relate to the product your customers are advertising. This is more work but, you'll sell a lot of ads.

5. Tell your customers when they buy an ad you'll also add it to your free ebook and message board for free.

6. Offer to endorse the product your customers are advertising before or after their ad. In all honesty, you would have try out the product first.

7. Write a review for your customer's product to place under their ad. This is similar to a testimonial or endorsement but more in-depth.

8. Offer a buy 2 ads and get 1 free deal. With the slow economy and advertising sales, most businesses are bound to be looking for a good ad deal.

9. Give your customers a ton of free bonuses when they buy ad space. It can be submission software, an ebook full of advertising or copy writing tips, etc.

10. Guarantee your customer's advertising results. If they don't like the traffic they receive, give them a refund or another ad for free.

Catherine Franz, writer, speaker, marketing master, specializes in infoproduct development. More at: <a target="_new" href="http://www.MarketingStrategiesToGo.com">http://www.MarketingStrategiesToGo.com</a> and <a target="_new" href="http://www.AbundanceCenter.com">http://www.AbundanceCenter.com.</a> Including articles and ezines.

Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e. they give evidence that you or your company have the wherewithal in personnel, capital, clout and expertise to perform the services you say you can perform or deliver the product you're selling. They are usually 3 or 4 panel affairs, printed on glossy paper, and featuring nice graphics or photographs. Think of company brochures as a resume for your business...Thus they are part of your "collateral" package.

But do you need a company brochure? Producing a company brochure is often time-consuming and expensive. The money and effort spent creating a company brochure may be better used on another marketing method.

Four questions to help you decide if you need a company brochure:

1. Do your competitors use company brochures?

That doesn't mean your biggest competition printed a brochure in 1992 and still have 1000 copies sitting around their office in dusty boxes. If you see your competitor's brochure when you make calls to potential clients, if they're mailing them out to your target area, handing them out at association meeting, etc., then you need one, too.

2. Do your clients ask for one?

If your clients expect a company brochure, then you should have one available. The more costly the service or product you provide, the longer the buying process will take your customer. Brochures and accompanying sales literature are often passed up the decision-making chain along with the purchase order. They are a way for the purchasing agent/buyer to back up their choice of vendor and product.

3. Is your service or product something visual?

If you're a graphic designer, photographer, kitchen remodeler, lighting consultant or if you have an aesthetic product, then you probably need a brochure. People will want to see examples. A company brochure is a good place to showcase your best work. If your selling stainless-steel wingnuts, then the customer will probably be more interested in a product sheet.

4. Is your service or product very complex, unusual or very specific? If your product or service is complicated or rare, you may need a company brochure to explain what you're selling and why. For instance, if your company provides second-tier program management for subgrantees, you are going to need to explain your company to potential clients. If you're a French restaurant owner, you won't need a company brochure (but give out menus).

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at: <a target="_new" href="http://marketingyogi.blogspot.com/">http://marketingyogi.blogspot.com/</a>

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word out about your business online and the best of them include f-ree search engines, pay per click search engines, writing articles, utilizing press releases, doing joint ventures/ad co-ops, and posting to message boards and forums related to your target market.

But one advertising method that's neglected by most online marketers is off-line advertising.

There are several low/no cost ways to advertise off-line and I want to share 3 of them with you.

1) Business Cards

If you are serious about your business you must have business cards. They are cheap and are a great way to attract potential prospects or customers. Simply hand them out to people who you feel may be interested in your business.

Also, whenever I visit a restaraunt, bar, or club, I'll leave my business cards in all of the bathroom stalls. (Just make sure nobody is in there of course... lol!)

And don't laugh at this! It really works. When I visit the bathroom an hour or two later, I'll find that all of my business cards are gone and I'll have a fresh new set of sales the very next day.

You can get f-ree professional looking business cards at VistaPrint.com, all you have to pay is shipping and handling:

http://www.vistaprint.com

2) Flyers

With today's technology, flyers are very easy to make. You can simply design a flyer online and just print it out and make copies. Then you can post them in area businesses where you feel your potential customers may hang out. (Just make sure you ask permission from the business owner.)

Or simply hand out your flyers to people you meet on the street. Many bars and clubs don't have a problem with posting flyers in their establishments either, especially if you are a patron.

And don't forget about supermarkets! Many have bulletin boards, at least here in New Jersey where I live, and you can post your flyer there. There are hundreds of people walking into supermarkets everyday and they are in a buying mentality. Take advantage of it and post your flyers often.

Here's a site that lets you create and print flyers or brochures online for f-ree:

http://www.mybrochuremaker.com/

3) Automobile Advertising

What... ? Yes you read that right! Your car is not only a driving vehicle but a great advertising vehicle as well. You can stick magnetic signs or plates on your car with your company name and/or domain name for all to see.

Your business can be exposed to hundreds, if not thousands of people everyday whether your car is parked, you are driving, or even when you are stuck in traffic. It's fairly inexpensive and a great way to "drive" home your message.

Here are a couple of sites to check out for this very sort of thing:

http://www.iditplates.net

http://www.magneticsigns.com

Those are just a few of the ways to advertise off-line. I'm sure you can come up with other clever ways as well.

You've got a brain... use it!

Al Martinovic runs a successful "niche" business at <a target="_new" href="http://www.ineedsmokes.com">http://www.ineedsmokes.com</a> and publishes a popular internet marketing newsletter at <a target="_new" href="http://www.milleniummarketers.com">http://www.milleniummarketers.com</a>

If You Lost 70% of Your New Customers, Would You Notice?

Buyers Don't Rely on the Yellow Pages Like They Used to

Customers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline. Traditionally, people headed to the Yellow Page directory precisely when they were ready to buy. They'd check the listings to find their options, or "let their finders do the walking." Now they've got more choices.

New research by The Kelsey Group in March, 2005 found that 70% of US households now use the Internet as an information source when shopping locally for products and services. These buyers aren't going to the Internet for online purchases, nor to find distant providers. They intend to spend their money in their own community.

The Kelsey Group also found that interviewed individuals felt the search engines were a "better source of purchasing information than Yellow Pages, newspapers and magazines." The trend is being driven entirely by Internet users. Related data from other sources show that consumers who search online for purchases spend more than those using the printed directory.

Demote the Yellow Page Ad to a Smaller Portion of Your Budget

The Yellow Page industry is a Fifteen Billion Dollar industry in the US. While there are more choices of printed Yellow Page directories than ever, the buying habits of the public have moved away from using them. Computer-savvy buyers know the easiest way to find the information they want is through search engines (and since May they can do searches on the run, on their cell phones). But many small or local businesses aren't even listed.

The Kelsey Group's data is consistent with other statistics showing that the Internet has overtaken the newspaper for cars and real estate (major purchases). And it's becoming the "go-to" place for information. A study by imedia Connection found it's "second only to spouses for finding referrals."

To stay competitive, small and mid-sized businesses will be compelled to make sure they're included in search engine data bases. While it's not necessary to have a website, it helps to be listed on someone's (like a local portal or professional group). Enterprises that can't be found by online searchers risk losing sales to businesses they find instead.

Where did the Customers Go?

Many factors influence where and what a person decides to buy. Although the Yellow Pages are no longer an automatic part of the loop, many buyers consult both the Internet and the directory, not relying on either one alone. However, many shoppers only call Yellow Page ads that show a website, even it they don't intend to visit it. It goes to the credibility issue.

What's different?

- Buyers are less trusting and more willing to shop around

- Availability of Internet Yellow Pages (IYP)

- Expanded options and more ways to find them

- Aging population uses the Yellow Pages differently than young people

- Development of unique, narrow niches and specialties

- More choices for a "better deal"

- Increased immigrants and those from other cultures, unaccustomed to Yellow Page use

- Larger cities with multiple directories, rather than one large one

- Local search, whereby the search engines locate suppliers by zip code, state, city, region

Time for a Reality Check - Can You Find Yourself?

The next time you go online (or have a friend walk you through it), see how you rate in some local searches. Conduct a query in Google (then Yahoo, and MSN). Enter your type of business + Your town (&quot;Pet Stores&quot; + Scottsdale, Arizona).

Does your business show up? How many of your competitors are on that list? How many are ahead of you? That list is what your &quot;missing customers&quot; are likely to see when they're ready to spend their money. Does that experience motivate you to make a better Local Search showing?

Next, check out whether your business appears in various Internet Yellow Pages (IYP). Work your way down the list:

http://www.yellowpagesage.com/localsearch.html

Start noticing how visible you are to customers researching their local options online. You really can't afford to miss the boat.

Dr. Lynella Grant Author, Yellow Page Smarts: Make more money from your directory ad in tandem with your website <a target="_new" href="http://www.yellowpagesage.com">http://www.yellowpagesage.com</a>

Smarter ways to attract more YP customers. Local Search resources Off the Page Press (719) 395-9450

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain with only 12 locations has cleaned over 33,373,975 cars and has an annual revenue of over $40 Million (that is not a misprint) using little to no paid advertising?

Well, sit forward because I'm about to tell you. The company name is "Car Spa" and here's how I discovered their brutally effective referral strategy. I often go to Taco Bell to have lunch and read a book. I noticed a little flyer next to their cash register.

A few days later I stopped in with my family to get a frozen yogurt and right next to the cash register was the same flyer.

The next day, I took my family to our favorite buffet restaurant and low and behold, there was a stack of Car Spa flyers.

I then started asking the people at these locations what the deal was with the Car Spa flyer that they had next to their cash register and they all said that some old guy comes around every week and replinishes their stack.

I asked them, "Do you have some type of reciprocal arrangement with Car Spa?" They all said, "No... they asked if they could put their flyers there as a gift to our guests and we said sure."

Here's a copy of the referral flyer that Car Spa uses to drive traffic. http://www.marketingbestpractices.com/temp/car_spa.pdf

Pretty simple. Notice the 48 hour guarantee.

They're All Over the Place!

Before you knew it, I started noticing their little discount flyers ALL OVER THE PLACE.

The copy center I use had a stack of Car Spa flyers.

The barber I use had a stack of Car Spa flyers.

The oil and lube place I use had a stack of Car Spa flyers.

The local handicraft shop my wife goes to had a stack of Car Spa flyers.

My son's dentist had a stack of Car Spa flyers in his office.

My local chiropractor friend had a stack of Car Spa flyers in his office.

An apartment complex office I visited had a stack of Car Spa flyers.

Everywhere I went, I saw a stack of Car Spa flyers. It was amazing. The have these little "referral lead generation magnets" all over the place.

So I Finally Visited Car Spa

And it wasn't any surprise that they were so busy that it took about 15 minutes of waiting just to get my car into their car wash.

I then went inside their office to wait for my car and noticed that they did NOT have one flyer from another business inside their office.

They were able to get all those other businesses in the area to send them referrals without having to do one reciprocal referral arrangement. And they did it simply by asking the business owners. That's all.

Car Spa probably gets 100 times the amount of referrals of any other business in the area as a direct result of this simple referral tactic.

If you have a brick and mortar business, what's stopping you from doing the same thing? All it takes is a couple of hours a day and a handful or referral flyers to pass out.

Copyright 2005 David Frey

David Frey is the author of the best-selling manual, "The Small Business Marketing Bible" and Senior Editor of the highly-acclaimed, "Small Business Marketing Best Practices Newsletter." To get your free lifetime subscription simply visit <a target="_new" href="http://MarketingBestPractices.com">http://MarketingBestPractices.com</a>

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With Me...

Those could be the "famous last words" of the forgetful entrepreneur.

If you habitually find yourself without a business card, you're habitually losing money; or at least the chance of making money. Your business card, more than any other marketing weapon in your arsenal, is what prospects and colleagues rely upon to remind them why they should do business with you.

Forgetting a business card is a marketing mistake of significant proportions. We're so inundated with advertising messages that most of us learn to tune them out. Yet every time you're asked for a business card, and sheepishly reply that you don't have one with you, you're missing an honest-to-goodness invitation to market to someone.

Worse, leaving your business card behind when you may need it is a social faux pas as well.

Being asked for a business card is a compliment. Not having one with you at that critical moment is subtly offensive. It puts both you and the person requesting the card in an embarrassing situation. And it nonverbally tells your prospect that you're not quite the business person they thought. You're not really serious about your business, or too careless and forgetful to be entrusted with theirs.

If you're determined not to be caught "cardless" at a critical meeting again, here are some tips to help you remember:

Develop a strategy for using business cards to actively promote your business

It may be as simple as deciding to give 5 or 10 cards away every day. It may mean printing labels describing your current promotion, sticking them to the back of your cards, and pinning them to bulletin boards. Whatever! The point is that if you consciously figure out a way to use your business cards to bring in business, you're much less likely to forget them.

Invest in new cards

If you haven't ordered business cards within the past two years, there's a good chance that the information or photo is out of date by now. And if your last order was for 1000 cards and there are still 990 cards left, ask yourself why you haven't been passing them out. If it's because you dislike the cards, pitch them and get business cards you're proud of!

Draft and practice a business card presentation

Unless you're comfortable and confident when handing out your card, you won't do it. Besides, the words and actions that accompany your business card when you give it to someone can really cement a positive first impression.

Invest in a quality business card case, one that you're proud to show off and to use

Business card cases can be conversation starters in and of themselves, since there are so many unusual, classic and artistic choices available. I suggest investing in a few cases; a more professional, elegant case for formal business occasions and a flashy or fun holder for social situations.

Tuck a few business cards everywhere

Your car's glove compartment. Your briefcase. Your gym bag. Your wife's purse. Next to the front door on the table where you keep your keys. Your desk drawer. Your secretary's desk. The pocket of your coat. Your suitcase. Never leave home without them!

About The Author

Recent advances in online technology allow you design business cards online in your web browser. No special downloads, no hidden costs, easy WYSIWYG design. Choose from thousands of photographic quality backgrounds. Browse one of the web's largest collection of business card networking articles and learn how to make your cards a powerful marketing weapon.

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater <BR>consumption, faster turnover and lower sales price per <BR>unit. To a great extent it determines the success or <BR>failure of the mail order operator!

When working up an advertising program remember that what <BR>is genuinely desirable to you may or may not appeal to the <BR>majority of your prospects!

Different types of merchandise or services demand <BR>completely different advertising media. Your ad must be <BR>built around the ADVANTAGES of the product and designed to <BR>APPEAL to the specific customers who will BENEFIT from <BR>your offer!

Since you MUST spend advertising dollars in order to make <BR>money in the mailorder business be sure you spend WISELY <BR>and with CONFIDENCE.

RETAIN all advertising information, brochures, sales <BR>letter, catalog, etc., you receive. USE THE IDEAS from <BR>this information as a guide in formulating your various <BR>advertising programs!

There are thousands of top mail order products to choose <BR>from, more than you can every use so choose the right ones <BR>for your programs!

If the product or service can't stand the Truth do not <BR>advertise it...Don't handle it! Truth in advertising is a <BR>must!<BR>Your FIRM NAME, preferable, should be SHORT, DESCRIPTIVE <BR>AND EASY TO REMEMBER!

When you find the item that is a mail order "HIT", repeat <BR>your ads on the product in a number of magazines and other <BR>productive advertising media in order to PYRAMID YOUR <BR>PROFITS TO THE MAXIMUM!

Advertising cost divided by inquiries = Ad cost per <BR>inquiry!<BR>Advertising cost divided by orders = Ad cost per order!<BR>Orders received divided by readership = percent of <BR>response!<BR>Number of pieces mailed + by orders received = Percent of <BR>return!

Continuously use the simple formulas (above) so you will <BR>know who your advertising dollars are paying off!

Ad to find new Products:<BR>"Calling all manufacturers, importers and suppliers ... We <BR>will feature and sell your new products in our catalog ... <BR>Send your information, sample products and programs <BR>to.....!"

Test the position of your ads in the various Media!

Test one ad against another on the same offer!

Make your sales letters friendly, clear, simple and to the <BR>point!

Your potential customers are more interested in themselves <BR>than in your product, consequently your ads and sales <BR>letter must be directed toward their point of view and <BR>their self-interests! Make them want your product because <BR>it will benefit them or will do the job better for them!

Powerful attention getting words include: Free, Amazing, <BR>Weird, Odd, Strong, Rare, Big, Secret, Latest, Easy, <BR>Fortune, Now, New, How-to!

You must put yourself in the place of your prospects and <BR>know how they feel, think and react to your ads! If "you" <BR>were the customer would your ads persuade "you" to buy?

Your Ad must have a strong headline! It must tell the <BR>prospect what to do, such as: Order Now! Rush $5.00! Use <BR>order form and reply envelope! Act Now! Action words <BR>that urge the prospect to order. Explain with simple <BR>words JUST WHAT THEY WILL RECEIVE FOR THEIR MONEY! What <BR>the product will do for them. Use believable <BR>testimonials. Appeal to their reason and get their <BR>confidence, then use a powerful close. You can get the <BR>order!

Repetition is one of the secrets of making a lasting <BR>impression on the memory.

Use coupons in some of your ads!

Since Suspense is a strong force in advertising, consider <BR>entering the name of your product toward the end of your <BR>ad!

Most everyone wants prestige, confidence, money, security, <BR>advancement, leisure time, good health, popularity, less <BR>worry, happiness, success, more time, recognition, <BR>improvement, business ownership, independence, more <BR>knowledge, satisfaction, savings ... Appeal to your <BR>prospects... use such appeals in your ads!

Quality, usefulness, reasonable price, up-to-date, and <BR>appealing to the sight are points to stress!

Make no misleading claims about your products.

Review the many ads presented in leading mail order sales <BR>magazines advertisers. Make note of the many attention <BR>getting words and phrases that catch your eye and cause <BR>you to read the rest of the ad! Use these same words in <BR>your own headlines!

With certain type products, consider turning the picture <BR>in your display ad upside down in order to attract <BR>attention from the ordinary ... If handled properly, <BR>curiosity will sell!

Study the operation of other firms to get New Ideas for <BR>sales letters, methods of handling promotion, nature of <BR>offers and any other details which may be helpful!

Some programs require a good deal of literature in order <BR>to present all the facts necessary to sell a product! <BR>With this type of product you should first advertise for <BR>inquiries then send the full ammunition by direct mail.<BR>Write up a list of important reasons why a person should <BR>inquire about your offer. Use the strongest of these <BR>reasons in your ad!

If you usually pay cash for your ads, why not set up your <BR>own advertising agency as a secondary part of your <BR>business? Your registered business name as an advertising <BR>agency may qualify your business for the 15% discount when <BR>advertising in many publications!

Direct Mail, mailing lists, not ads, are used to obtain <BR>business. You determine what type of person would best <BR>buy your product; then compile, rent or buy name lists and <BR>proceed from there.

Lists compiled from business listings in the Yellow Pages <BR>are good for many kinds of mailorder products; however the <BR>names and addresses contained in the white pages seldom <BR>get any reasonable response. Ads in the daily paper are <BR>also generally poor for mail order products. Stay with <BR>the successful operators and advertise in the various <BR>media they use ... stick with quality name lists in the <BR>right category for your products!

Unless your ad is read you will come out in the red! Make <BR>it clean, clear, concise, simple, professional and focused <BR>to the "right market" for the type of product being <BR>offered!

Always test! test! test! before spending large sums to <BR>promote or advertise your product ... Be sure it is a hit <BR>then go all out!

Your ad must name the product, describe it, tell what it <BR>will do for the reader, how he can obtain it, and where to <BR>get it!

The best part of your advertisement is the words that can <BR>be read "between the lines"!

The direct mail packet consists of the sales letter, <BR>catalog, or brochure, order blank and the business reply <BR>envelope.

The ad must attract attention and create interest and <BR>desire before the customer will act!

Know your product well so that you can be specific, <BR>sincere and positive in writing your ads!<BR>Enthusiastic ads properly laid out will generally get <BR>enthusiastic results!

It is simple to record test results for your ads and <BR>programs in the various media. DO IT!

If your product has distinctive features or trademarks, <BR>use them over and over again in all your ads ... Take <BR>advantage of the repeat psychology of keeping the name of <BR>your product constantly out in front of the Public Eye! <BR>If your product is familiar to the user, prove that it has <BR>better quality or price over competing items. Educate the <BR>consumer when presenting brand new items.

Prospects are usually more impressed by what others have <BR>to say about the product than by what the dealer tells <BR>them. Write to your customers, asking for their opinion <BR>on what your program or product has done for them and <BR>request permission to use their endorsement in some of <BR>your ads. Retain their letters as your authority for <BR>using their testimony.

Classified ads must have a great deal of thought and <BR>preparation! Use as few words as you can, but don't leave <BR>out image building words that tell stories, paint pictures <BR>and compel action!

One way to increase the readership of your ad is by <BR>inviting persons to send in money saving ideas. Print the <BR>best idea each week, or month, and award the winner $$$ <BR>... They will read the ad in each issue in order to find <BR>out if they won and if not to see if the winners ideas are <BR>better than the ones they submitted!

Many products can be readily adapted to radio & TV <BR>selling. This can be arranged whereby you pay the station <BR>a percentage of only what is sold. There are publications <BR>available which explain how to present such offers to the <BR>stations and lists of stations that supposedly operate on <BR>this basis. You can locate such firms by a search at your <BR>local library or through salesmen and opportunity <BR>magazines....However; this method for selling mail order <BR>products is not readily available on a flexible basis, <BR>unless you have something really special.

You must be in a position to change your advertising <BR>approach with changing times and conditions.<BR>The First Paragraph of a sales letter must create <BR>attention and interest or the entire message will go to <BR>file 13!

The Second part, or body, of the letter must arouse desire <BR>by pointing out the advantages and describing the product, <BR>preferably in use, or in action and should state the <BR>price...or the entire message will wind up in file 13!

The Final Portion of your letter should strongly urge the <BR>prospect to act and tell him how to order or the entire <BR>message will go to file "13"!

You don't have near the space for your message with <BR>classified and small display ads, as you do with the sales <BR>letter so unless they are well presented they may make a <BR>faster trip down the tube to file 13!

Always use TOP QUALITY letterheads, mailing materials and <BR>supplies...This is your BUSINESS IMAGE in mailorder!

It could be good policy to place your ads through a <BR>legitimate advertising agency...It costs no more than if <BR>you place your own. Before doing business, get full <BR>information about the agency, its services and rates.

Since you must get your message across in top form, in <BR>order to pull inquiries and get orders, the ideal ad made <BR>just for the particular item being for sale is another <BR>great secret for mail order profits....Many times just one <BR>little word will change a dead ad to one that pulls <BR>thousands of orders!

Since you do not have a "window display" to use for <BR>mailorder advertising you must either draw pictures or use <BR>picture words to describe your product. Prepare <BR>advertising copy so that your prospects can "visualize the <BR>product" in their mind and "see" themselves using it to <BR>good advantage.

The headline of your ad must be powerful enough to catch <BR>immediate attention.

Use words that emphasize your product or service at the <BR>beginning or end of sentences!

<BR>Another gimmick for obtaining name lists for nothing...An <BR>ad such as..."?BIG MAIL? Send 200 of your address labels <BR>and 50 cents. We will send to mailorder dealers, <BR>wholesalers, distributors, etc....!"

"Before and After" type ads get great response on certain <BR>products.

Test and compare with different worded ads on the same <BR>type of merchandise in the same media.

When advertising make your most important points first!

When you find a new product that has possibilities for <BR>mailorder, test it! Prepare an ad for a quick test in a <BR>magazine or in a paper with a fast closing date (time from <BR>date ad is received to date it is published). As your <BR>test prove out "HIT" that particular item hard and heavy <BR>in other publications!

Test various price levels for the same product.

Qualify your prospects with proper classified ads.

Get the prospects confidence by offering free samples, by <BR>allowing a full money-back guarantee, by building your <BR>business image without exaggeration, and by showing proof <BR>of satisfied users.

Use the P.S. in sales letters to gain added attention!

When using an illustration or picture of your product in <BR>an ad, have one that shows the product in use! Picture <BR>the merchandise in use giving the owner profit or pleasure <BR>thus generating a positive, confident "YES" attitude. <BR>Remember that a picture will often sell better than 10,000 <BR>words.

Command attention to your ads or mailing pieces by <BR>marginal sketches, cartoons, different size and type <BR>styles of various words and/or paragraphs...Take the <BR>monotony out of the ad!

Consider greater pulling power of colored ads on many <BR>kinds of products. Test for added response and sales, as <BR>balanced against the much higher printing costs for color!<BR>The use of borders, lines, etc., can enhance your ads but <BR>be certain they are not placed in such a way that they <BR>detract from your message.

Type is expressed by "points". For example, one point <BR>equals 1/72 of an inch. A pica is 1/6 of an inch. Learn <BR>the various type styles and sizes. Use the right print in <BR>your ads to emphasize the best features of your product.

Don't bore the reader; Keep the sakes letter to one page <BR>whenever possible.

Offer something extra or something free in order to get <BR>immediate action!

Test only one factor at a time in order to determine which <BR>"change" made the difference in the number of responses <BR>received from your ad!

By the end of the first month after receipt of the first <BR>response from your ad you should receive 60% of the return <BR>you are going to get from monthly magazines, 75% from <BR>weekly newspapers, 75% from direct mail, 80% from Sunday <BR>newspapers, 90% from daily papers and 100% from Radio or <BR>TV! Within 2 weeks...From magazines 20%; Weekly magazines <BR>40%; Direct mail and Sunday papers 60%; Daily papers 75% <BR>and Radio and TV 90%. DON'T DEPEND ON SUCH <BR>STATISTICS!!!!! Response can vary drastically depending <BR>on many factors, including products offered, media used, <BR>season, price, economy, etc.!!!! Your ad should be <BR>repeated again and again, as long as it is bringing back a <BR>profit....After the saturation point is reached, pull the <BR>ad. Test it again in a few months. The classified ad is <BR>the best to use for testing. For fast results, newspapers <BR>can be tested periodically. Magazines with the greatest <BR>number of responses for the least cost per inquiry should <BR>have priority for your ads. Only tests can prove which <BR>are the best ads and media for your various offers!

Have a "Built-in" follow-up program when preparing your <BR>initial advertising and promotion materials!

Your ad must end with words that compel action...Ask for <BR>the order! Now! Don't let the prospect put the offer <BR>aside or it will usually end up in file 13. Notice the <BR>many ads in the mailorder publications that close with <BR>action getting words and sentences. Use such ads to <BR>develop ideas for your own ads!

Use the personal touch in your sales letters! You must <BR>have a good mailing list for direct mail advertising. <BR>Your sales letter should be written as though you were <BR>talking in person to the reader. Read it out loud...Does <BR>it sound like talk or is it canned?

Offer mailing labels with personalized pictures, photos, <BR>or cartoon caricatures, at cost, in order to build name <BR>lists of mailorder buyers!

Choose the publications with the greatest pull for your <BR>particular ad...Determine the greatest circulation for <BR>every dollar spent...Is it better to advertise in a <BR>magazine with 10,000 readers at 20 cents per word, or pay <BR>$2.50 per word for one with 3,000,000 circulation? Even <BR>this must be tested. Perhaps the 10,000 readers are <BR>buyers of the type of offer you are promoting and will <BR>order more than the 3 million!

Determine the kind of person who reads the various <BR>publications and buy your space accordingly...Advertise <BR>ladies apparel in a media read by women, not in a science <BR>publication!

Publications which carry a large classified section <BR>generally produce good results. Be sure to advertise <BR>under the right classification for your order.

Don't be afraid to ask for the order.

Take advantage of free advertising and publicity whenever <BR>& wherever available!

If practical for a given program, include a picture of <BR>yourself, your business building, or a photo of your <BR>product...This, of course pertains basically to direct <BR>mail programs or for display ads.

Your ad will fail if:<BR>The program you choose has already been worked to death: <BR>A number of dealers had an ad approximately the same as <BR>yours in the same publication; You are advertising an out <BR>of season product; Your price is not competitive; The <BR>offer wan not attractive; Your copy was poorly written, or <BR>it you advertised in the wring classification for the item <BR>being offered!

You generally get nothing but curiosity seekers with ill <BR>placed display ads.

"KEY" you ads in order to know what is the best way to <BR>spend your advertising dollars. Final sales volume, is <BR>the measurement of success or failure of your advertising <BR>programs!

Combine the best features of your product in preparing <BR>your ad. Not so much as to the physical characteristics <BR>but by the feeling and interest it generates in others!

Generally, you should $ ASK $ for the money in classified <BR>ads only when a small amount is required for the product! <BR>Do not expect to get good response from a high cost item <BR>asking for money with a small classified ad. Offer free <BR>details to get the inquiry first, then send your direct <BR>mail packet...Sell your low priced items direct from the <BR>classified or display ad!

Build and maintain your list!!!!

Remember....For us in the mail order industry, advertising <BR>is a must! We cannot reach success without it! We can't <BR>operate successfully with it, unless we do it right! <BR>Advertising is second in importance, only to a high demand <BR>product at a reasonable price, but neither can win without <BR>the other...The day we stop advertising is the day we give <BR>up the mailorder business and go back to punching the old <BR>worn out time clock!!!!!!!

Copyright by DeAnna <BR>This article may be freely distributed on the Internet as long as the resource box is included.
<BR>$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$<BR>DeAnna is the publisher of the ezine, Prospecting and Presents.<BR>Subscribers get one free ad per week.<BR>Subscribe today by visiting <A target="_new" href="http://www.pnewsletter.com">http://www.pnewsletter.com</A><BR>To thank the publishers/webmasters that use my article, I offer<BR>one free solo ad. Simply fill out the contact form on my contact<BR>page listing the url it was used on or sending me a copy of the<BR>ezine it was used in. Once I confirm the location of the article,<BR>then we can make arrangements for the solo ad.<BR>$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$<BR>Note to publisher/webmaster: Feel free to remove the part about the solo<BR>ad when you get ready to publish the article. Box remains intact.