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Writing Profitable Mail Order
Adverts
Regardless of how you look at it, the most
important aspect of any successful mail order business is its advertising. In
fact, mail order success is wholly dependent, and even predicated upon good
advertising.
First of all, you've got to have a dynamic,
spectacular ad that attracts the eye, and grabs the interest of the people
you're trying to sell to. Thus, unless your ad really "jumps out" at the
reader, your sales won't live up to expectations, and your ad money will be
wasted.
The eye catching appeal of your ad must start with
the headline. Use the headline to very quickly create a picture in the minds of
the reader - a vision of all their problems being solved, and attainment of the
kind of happiness they seek. If your headline fails to catch the attention of
your prospect, you cannot hope to capture him with the remainder of the ad,
because it will go unread! So in writing your advertisement, put yourself in
the shoes of your reader. You have his attention for just a little while, so
you must quickly interest him in your offer, show him how he can get what he
wants, and then cause him to send immediately for your "solution" to his
problems. Your copy must exude enthusiasm, excitement, and a positive attitude.
Don't be afraid to use a hard-sell approach! Say what you feel and believe
about your offer. And use common, "everyday", but correct English.
Even so, you can and must remember to be honest.
Don't exaggerate or make claims you can't back up. Never make promises you
cannot, or do not, expect to keep. To do so could get you in trouble with the
Trading Standards Department.
Stress the benefits of your product or service.
Explain to your reader how owning a copy of your book (for instance), or
receiving your services will make his life richer, happier, and more abundant.
Don't get involved in detailing all the money you've spent developing the
product or researching the information you're selling, or your credentials for
offering it. Stress the "sizzle" and value of ownership.
It is important to involve the reader as often as
possible through the use of the word "You". Write your copy, just as if you
were speaking to, and attempting to sell to just one person. Don't let your ad
sound as if you are a speaker at a conference addressing a huge stadium filled
with people, but as if there were just one individual listening.
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