DISPLAY ADS

Although classified ads produce inquiries and potential buyers at a lower cost, sometimes you have a product that will sell better another way. Display ads, also called space ads, are the best way to advertise if you need to show your product.

A small line drawing of one of your products with a reasonable price and details, as well as information about a free catalog will bring in good long-term customers.

Buying space in publications is not difficult. Nor do you need an advertising agency to do it for you In fact, you can save the agency discount for yourself by establishing your own in-house agency.

Some publications offer an additional fifteen percent discount for ads from a small mail order business.

Check with the publication for the rate card - the details of ordering space - and for the requirements of buying ad space. The advertising representative will be most helpful in teaching you how to place an ad. You can call that person, or write, if the publication is in a different city.

DIRECT MAIL

Direct mail is a tried and true way to make money in the mail order business. But don't try it as a beginner - only if you have a sure seller and can afford the expense of printing the package.

Each direct mail package has a sales letter, a brochure, an order form, and a reply envelope.

The sales letter must be personal and have a great appearance. Have it run off on letterhead in two colors. It should discuss the benefits of the product and include a guarantee. Push for the order - ORDER NOW - stressing action.

The brochure should discuss the features of your product rather than appeals. It should be in color with illustrations and look professional. You don't need to provide a postage paid reply - it doesn't make a big difference.

Your own list of possible buyers from classified leaders is the best list for selling related materials. You can also rent lists from companies and get pre-addressed gummed labels. But be careful to choose lists related to your materials.

All direct mail advertising must be tested first. A good test for a small business is two to three hundred pieces.

WRITING AD COPY

If you plan to sell something you didn't write, you should be totally familiar with the contents of the information you plan to sell. Read through or listen to the product. Why would someone want to buy it?

Good ad copy gets the reader's attention. Try out a few snappy phrases until you get one you're happy with. Arouse the reader's curiosity. What is the basic, bottom-line appeal?

Make a list of the features and benefits. Will it show how to earn money? Will it teach something new? Will the reader learn how to do something important?

Be credible in what you're writing - don't cheat the buyer. Don't give the product benefits or features it doesn't have. When you're honest with the customer, you will get repeat business over and over.

Talk to the reader directly. Use short sentences packed with action verbs, and persuade the customer to ACT NOW, while it is at hand. And, always offer a money-back guarantee. The honesty of approach far outweighs the number of refunds you might have.

Then fill in the details of the product to make it sound essential to have. Be sure to include an order form - either as part of the letter or separately.

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