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Social media was once considered to be only for teenagers or for those looking for romance and relationships but that has changed dramatically in recent years. Facebook has evolved as one of the most valuable assets to advertisers who are striving to reach a particular niche audience.
Facebook is the largest and most visited social network on the web today is.
Not only is it a popular location for social interactions but also it is becoming a fiercely competitive marketing tool. Many entrepreneurs are beginning to tap into this advantageous method of generating leads and sales for their businesses. Research is showing that the average Facebook user spends just over 6 hours a month on Facebook which is double the amount of time of its closest competitor, Google. Over 50% of these users are perusing Facebook from a mobile device which means that there are more than 543 mobile users searching for goods and services while on-the-go. Every day there are more than 3.2 billion items that are liked or commented about on Facebook pages and that translates into a very powerful mode of advertising for any business.
Advertising campaigns on Facebook are providing up to a 5 fold return on any investment because of the strategic targeting of the right audience. Consumers are becoming more aware of brands and are recalling what they are seeing more than other online advertising averages. Facebook advertising is the catalyst for more positive conversations about businesses as well. More importantly, the 47% trust rate for advertising on Facebook commands a respect and awareness of this tool that can effectively be used to expand the bottom line.
When considering the most efficient way to invest advertising dollars, you should include Facebook advertising in your plan. You can connect to this exploding power to target new business, to generate high quality leads, and to piggyback additional advertising strategies, like word-of-mouth advertising, to more effectively stretch your advertising monies. An entirely new world of possibilities will be opened up to you with Facebook advertising.
Facebook advertisers are permitted to geo-target an audience by country which allows the advertiser the ability to limit or expand the message of their ad based on settings that are selected. Most of the countries in the world are now Facebook friendly which expands boundaries that once limited the sale of products to smaller areas and locations.
One of the features of advertising with Facebook is the advantage of keyword interest targeting. When a user signs up for Facebook, they create a profile page that is based on their interests, likes, and activities. When you create your ad for Facebook, you have the option of searching and selecting keywords that are of interest to a specific user. This will better target an audience that is already interested in your ad before they even see it. As an example, let’s say that you as an advertiser are trying to reach people who are doing home remodeling projects. When you type in the word home remodeling, a list of keywords will be pulled up for you that are related to the profiles of users who listed home remodeling as one of their interests. You can then choose any of these keywords in your ad to reach those people who have these keywords in their profiles. You are targeting an audience who is interested in your information and who will respond to your ad.
Before you begin your advertising campaign, it’s important to clearly know who you want to target. Customize your Facebook advertising to the target market so that this tool work better for you and your company. Try to vary your approach so you can attract different groups. 20 year olds will view your ad differently than a 40 years old will even if they have the same need for your product. Appeal to your potential client in a positive and attention-getting way. Be clear, concise, and brief.
There are several ways to advertise on Facebook; you can use these cost-effective ways to increase the traffic to your website and generate more business and profits for you. The first way to advertise on Facebook is to create a business profile so you can interact with your list of “fans” whom you will persuade to become clients. You can send out updates, news articles, special offers and promotions, and discount information to the entire list; Facebook affords you the ability to communicate instantly with a list of people who have already indicated that they are interested in your products.
Another way that you can advertise powerfully on Facebook is to buy an ad that is targeted toward a segment of the user base. Each one of these users has an enormous amount of information stored in their profiles. This information can be used to target them based on a selected keyword or filter. Using this method will assure you of reaching potential customers who are most likely to buy your product.
Word-of-mouth advertising has been brought into the digital age with Facebook’s beacon tool. News feeds let users access each other’s personal profiles and postings or comments. Facebook allows businesses the ability to report a user’s actions with the business website and company to the user’s friends. If a Facebook customer buys a product from you or engages in discussion regarding their satisfaction with your company, their interaction with you will be posted in the news feed which will automatically create a referral system for your business. It’s word-of-mouth in cyberspace.
The first thing to consider as you plan your Facebook ad strategy is your goal. Are you going to advertise your product, expand the number of people who like your business page, inform the Facebook community of your business and what you do, or are you simply getting the attention of potential customers. As your goals become clearer, begin to decide on the type of ad you will create; there are three types from which you can choose.
Crafted ads target Facebook users by filtering demographic information such as age, location, and gender. These ads will be featured in the right hand column of Facebook pages. You can create sponsored stories which interact with a Facebook fan’s page with the specific story. The ad will show up in the right hand column once the fan likes your particular post. You can also select promoted posts which are more visible in the posts on friends’ pages and on their contacts’ pages as well. One of the most powerful aspects of Facebook advertising is the customer loyalty that you will build. Create your own business Facebook page that will allow you to directly interact with your clients. This will give a more personal touch to your business and also will allow you to use word-of-mouth advertising that you generate from your Facebook ads to spread the word in a cost-effective way. Client satisfaction, customer service, and buyer protection are all tenets of a marketing strategy that will work nicely for you and your Facebook advertising campaign.
You can offer special promotions, new products, or the latest trends with your product with your Facebook ads to reach clients that are strategically targeted and already interested in your product or service. This will provide up-dated information to your clients and keep them better informed in a time-efficient way. Today’s consumers on are the go with busy schedules and demanding deadlines. These ads will connect with them and solve their issues and concerns in a timely fashion.
Facebook ads are much more flexible than other internet locations. You will be offered additional character length for any ad descriptions that you might have. You can also improve your flexibility with image-based ads that attract the visual buyer. If someone participates in the Facebook community, then they are already proven to be a visually stimulated consumer. Use images and photos of high quality and that convey your message with the power of a thousand words. Your Facebook ads will be more visible to an audience who is there to engage in obtaining information as well as to create it themselves.
With the Facebook site itself generating such a high rate of traffic on a daily basis, your ad has a much better chance of being seen and having a positive effect. It will be seen a multitude of times by a targeted audience who is already comfortable shopping the online arena. Users visit the site many, many times a day and your ad will be there to greet them as they login and begin to participate.
You are also allowed with your Facebook ad to purchase space on a click-based or impression-based fee structure. Using your budget and personal preferences, you can tailor your ad campaign to meet the needs and goals of your business plan.
Because of the targeted nature of Facebook, advertising on Facebook can be affordable for you company. You can reach your targeted audience with your online campaign for a very reasonable price. The selection of packages that you can select is extensive so that you can reach as many users as your budget will allow you to.
The use of smart-phones has skyrocketed in recent years and your ability to reach this high volume of consumers is phenomenal. Access to these devices happens every second of every day and you can tap into this gold mine of prospects. Your ads won’t just be limited to laptop and computer users; you will be expanding your potential client base.
You will be offered a choice between pay-per-click (CPC) or per 1,000 impressions (CPM). Studying your demographic clicks and responses will be an important first step. Begin by starting a campaign that includes everyone and then, after a set number of impressions, see who clicked on your ad and the responses that you received. After some study and careful insights, you can then rewrite the ad to appeal with that demographic audience in mind. You can then reset your campaign as a CPC method. Finely segment your ad to appeal to different age groups, or sexes, or relationship statuses. With this small touch, you will get more bang for your advertising buck. Continually test and modify your presentation to foster higher results with substantially lower costs.
With Facebook targeting, the natural skew is toward a younger than average audience that is female. Sometimes users mislead others by submitting incorrect data on profile pages. This will cause misrepresentation of data and some of your ads will be seen by users who are not interested by their very nature; you can only get a rough estimate of the people who might see your ad. When initially targeting your ad to an audience, you might begin with 10,000 people; 50% of them will log into Facebook and see your ad. By choosing this number, you will keep your costs under control and more efficiently modify it before you launch the ad to a larger audience. Carefully select connections of people you know who trust you and your business. This will give you a base circle of community with which to begin your advertising campaigns.
Another important thing to consider when you are creating your advertising strategy is to include additional languages other than English. Inexpensive translators can be hired on some of the work at home web locations to translate your copy for you. Many advertisers neglect this segment of the population and lose many dollars in profit for this lack of attention to detail. You can open up a new section of loyal clients with just a simple effort of reaching them in a language in which they feel comfortable purchasing.
Another powerful tenet of advertising on Facebook is the low risk involved in using this format. You will have full control of your advertising budget and it will be a good testing ground for your ad. You can learn if your message is effective in communicating to a potential buyer who you are, what you are offering, and how they can purchase your product quickly and safely. You are free to modify your message as needed and promote it to a better target. You can ascertain what works best with a particular demographic and how to reach them with your message. Especially if you have a fledgling business, you might want to use the high power, lost cost approach of a Facebook ad.
If you are striving to target your local audience, Facebook ads have been proved to be very effective. You can inform local and regional clients about your business and have the “friend” network assist you as well. Many local communities enjoy supporting local businesses that give back to civic groups and Facebook can get your ads to them quickly and efficiently. When you have a happy, satisfied customer, they can tell the seven people in their social circle and those seven people will tell seven of their closest friends and so the network will distribute the message about you and your product. Testimonials serve to peak the interest of clients ready to buy but who have just one more question. If someone has purchased your product already, they can attest to its quality and your excellent customer service. Facebook is being used in your area by all of the local people who are just waiting to be approached by your ad. The appeal of Facebook extends to everyday people; you don’t have to be a computer genius to take advantage of this advertising power.
By promoting your Facebook business page through the ads you place on Facebook, you are guaranteed that the people you are targeting with your ads already have a Facebook account. You can be assured your ads are reaching the audiences most likely to buy from you and the communication vehicle is at your disposal 24/7.
One of the most powerful reasons of advertising on Facebook is the budget management that is available to you. Thousands of dollars of advertising fees are not required upfront. So, you don’t have to have capital outlay at the onset of your advertising campaign. Your budget can be as low as $1 per day if that is the option that you choose to employ. Budgets can be changed daily or at any time and by any amount that you wish. The measure performance tools available on Facebook advertising allow you to see and test ad rotations and explore which are the most effective tools for you. After you run your first ad, try changing a combination of the ad’s image, description, and title. You will measure the performance rate of your campaigns by viewing the click-through rate which is the percentage of clicks from the number of times it was viewed on Facebook. You will select the ad which shows the highest click-through rate for you.
In a world of social media, advertising can be an excellent way to reach customers. The users of Facebook are very active; they log on daily sometimes multiple times. It provides a way for you to reach customers with whom you might not have otherwise connected. They are going to find your ad on a social media sight more rapidly than they would your own blog or website.
The exposure you receive is a very lucrative benefit to advertising on Facebook. The more customers who are exposed to your product, the higher your profits can become. Facebook does an excellent job of allowing all advertisers a multitude of targeting options that include age, gender, interests, and relationship status. These targeting filters will strategically develop an audience who is primed and ready to buy. This is possibly the most beneficial tool of Facebook advertising.
In addition to an effective list of potential clients, you will have all of the benefits of instant results. In our fast-paced society of today, speed in purchasing is important. A client will spend approximately 90 seconds looking at your ad before moving on to something else. Quality images and representations of your product along with concise and clear descriptions are dynamic tools to capture the attention of the audience and cause the perusing to develop into purchasing. You can attract many new customers in a single day and the profits can rise along with those viewing your ads.
Before you even begin your advertising campaign, you must set your budget and stick to it. There are expensive options for you with Facebook advertising but you will have to operate within your budget to obtain the success you are seeking. Use a common sense approach with your newly acquired technological advertising to promote your company and profits.
In addition, a Facebook ad will provide you with a more personal platform of advertising. Research shows that consumers are more likely to trust your ad especially if they see a link to a Facebook friend. Your ad is placed in the right hand column and is a bit more engaging than an ad they see randomly on a search engine. Even in the world of internet marketing the handshake and confidence in a deal is important to make. By personalizing your Facebook ad, it’s like extending your hand across cyberspace to reach out and seal the deal. This type of business advertisement will foster good business relationships that ensure repeat business.
In effective advertising, everything is a balance. You don’t want to spend a lot of time reworking your ads if they aren’t accurately targeting the audience you need to be targeting. Spend time tracking your progress and your effectiveness but don’t forget to interact and connect with potential and current clients. Follow through with all of your strategies and the components of your plan to generate new customers and increase your profits. A Facebook ad campaign will be an effort that takes time and patience. Keep in mind that Facebook advertising is about developing relationships and connecting with consumers not just selling them a product immediately. This platform of marketing is still developing and using these advertisements effectively will take research, study, and modifications that better hone your ad for consumers to view.
Facebook has become a powerful tool in the advertising world. The expanse of active users coupled with the micro-targeting tools make this method of telling others about your product one that will reap dramatic rewards for your bottom line. You will boost sales and maximize profits at a cost-efficient way for your business. Your business will be given the opportunity to build, improve, and maintain client relationships which is a satisfying aspect of having your own business.
The clients with whom you connect will provide you with feedback, encouragement, and testimonials that can help you reach your goals and dreams as a successful entrepreneur. By using the proper demographic, copy, and image, you will see your Facebook ad come to life. Don’t be afraid to try this new and unique method of advertising. It’s a fun and interesting way to reach an enormous audience with a few simple guidelines that anyone can perform.
Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It’s a revolution of sorts and small and home business owners are making the most of it.
For a home based start up, online advertising is a potent tool that can maximize visibility, drive traffic to the company’s website, up the sales and build a solid brand in the process. Going to an expensive advertising agency to run your campaign would most definitely burn a hole in your pocket. The good news is you don’t have to do that. Just remember the twin mantras of focus on what you want and a strong dose of imagination; and you’ll be on your way.
Take the guesswork out of online advertising
Online advertising is not a function of elaborate guesswork and a myriad of hits and misses. Like the traditional offline version, online advertising must also follow some basic rules. Know what you want your advertising to do, where to get it and what to do with it once you have it. Here are some guidelines to get you started.
- Define your advertising objective: Shut the door, switch off the lights, take a deep breath and think why you need to advertise. Clearly define the goals you want your advertising program to achieve. Is it generating new leads, increasing the number of hits on your website, making your company visible in the market place or to increase on/off -line sales? Each goal will have a different advertising path. You can only expect your program to maximize returns, if you know for sure what you want your advertising to do.
- Decide “where” you want to be seen: It makes a difference to be seen in the right places. Like in offline advertising, the placement of your ad is very crucial to success. Advertising (Co-advertising for higher benefits) on websites that are most relevant to your line of business would be the best place. Also consider top Search Engines, Online Yellow pages, Service Provider directories and large sites or networks. Explore trade –specific websites for a more focused audience.
- Tailor the message for your target audience: when you want the caveman to listen, beat your chest! Craft your message to appeal to the target audience. Your message for a visitor on a trade forum’s website would be different from what you say to the guy clicking on your ad on a home business site. The trick here is to align your message to the mindset of your audience. Equally important is that the message should convey the promotional goals your advertising desires to accomplish. So if you are selling ice to an Eskimo shopping in an Internet mall, don’t forget to mention the discount on your season sale!
- Be Creative: In a marketplace teeming with new ads you can easily get clobbered on the head with run-of-the-mill ad copy. Your most valuable asset in this crowd is your creativity, which will make your ad stand out. Be creative not only in the copy, but also in the placement of the advertisement. An online contact lens clinic pulls hundreds of people every day to take an eye test with a simple ad. The small 1” X 2” banner says, “ Think You Don’t Need an Eye Test?” in the same format as you see on the reading sheet in an optometrist’s clinic, with alphabets running vertically in a decreasing order. This is a classic example of a simple but creative idea getting the desired results. Add more depth to your advertisement by using rich media like HTML, DHTML, Java and layered ads. Use animated messages doubled with pull down menus for better use of space and for expanding possibilities of response.
- Choose the advertising medium well: They say, “Well Begun is Half Done”. If you are going to spend a sizeable amount of money on creating and placing ads, they should do more than just wiggle and pop. To maximize response, choose the advertising medium carefully. You have several choices like banner ads, contextual advertising, ezine advertising etc. Research and read on various formats and the factors for each one’s success. Then decide on what format works best for your campaign. Once you have decided on the format, it is equally important to choose the vendor. If you have decided on banner advertising, research and list the websites that would give you the maximum exposure to the right kind of audience. Check out the option of using advertising networks and the pay-per-click options as well. [http://a1portal.com/] Once your campaign has been set in motion, take care to monitor response and be ready to change or completely redo your copy and the advertising vehicles you use. Keep a track of the ROI (Return on Investment) for every advertising purchase that you make. This way you can figure out which forms of advertising are working for you and which ones aren’t.
All online advertising is aimed at inducing “action”. Every online ad that you see is built to make you act: ‘Register for a free newsletter’, ‘buy now and save dollars’, ‘get a quote on your requirements’…the list goes on. The thing to remember here is that once the prospect has been pushed into an action, there should be real value for him at the other end of the pop- up. Unless you can fulfill the promise your brand is making, your online ad has been wasted.
A well-planned and well-executed advertising campaign can fuel the growth of your home business tremendously. Use online advertising following some simple guidelines and see how it impacts your sales, visibility and brand building, all at the same time.
Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator!
When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects!
Different types of merchandise or services demand completely different advertising media. Your ad must be built around the ADVANTAGES of the product and designed to APPEAL to the specific customers who will BENEFIT from your offer!
Since you MUST spend advertising dollars in order to make money in the mailorder business be sure you spend WISELY and with CONFIDENCE.
RETAIN all advertising information, brochures, sales letter, catalog, etc., you receive. USE THE IDEAS from this information as a guide in formulating your various advertising programs!
There are thousands of top mail order products to choose from, more than you can every use so choose the right ones for your programs!
If the product or service can’t stand the Truth do not advertise it…Don’t handle it! Truth in advertising is a must! Your FIRM NAME, preferable, should be SHORT, DESCRIPTIVE AND EASY TO REMEMBER!
When you find the item that is a mail order “HIT”, repeat your ads on the product in a number of magazines and other productive advertising media in order to PYRAMID YOUR PROFITS TO THE MAXIMUM!
Advertising cost divided by inquiries = Ad cost per inquiry! Advertising cost divided by orders = Ad cost per order! Orders received divided by readership = percent of response! Number of pieces mailed + by orders received = Percent of return!
Continuously use the simple formulas (above) so you will know who your advertising dollars are paying off!
Ad to find new Products: “Calling all manufacturers, importers and suppliers … We will feature and sell your new products in our catalog … Send your information, sample products and programs 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 point!
Your potential customers are more interested in themselves than in your product, consequently your ads and sales letter must be directed toward their point of view and their self-interests! Make them want your product because it will benefit them or will do the job better for them!
Powerful attention getting words include: Free, Amazing, Weird, Odd, Strong, Rare, Big, Secret, Latest, Easy, Fortune, Now, New, How-to!
You must put yourself in the place of your prospects and know how they feel, think and react to your ads! If “you” were the customer would your ads persuade “you” to buy?
Your Ad must have a strong headline! It must tell the prospect what to do, such as: Order Now! Rush $5.00! Use order form and reply envelope! Act Now! Action words that urge the prospect to order. Explain with simple words JUST WHAT THEY WILL RECEIVE FOR THEIR MONEY! What the product will do for them. Use believable testimonials. Appeal to their reason and get their confidence, then use a powerful close. You can get the order!
Repetition is one of the secrets of making a lasting impression on the memory.
Use coupons in some of your ads!
Since Suspense is a strong force in advertising, consider entering the name of your product toward the end of your ad!
Most everyone wants prestige, confidence, money, security, advancement, leisure time, good health, popularity, less worry, happiness, success, more time, recognition, improvement, business ownership, independence, more knowledge, satisfaction, savings … Appeal to your prospects… use such appeals in your ads!
Quality, usefulness, reasonable price, up-to-date, and 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 magazines advertisers. Make note of the many attention getting words and phrases that catch your eye and cause you to read the rest of the ad! Use these same words in your own headlines!
With certain type products, consider turning the picture in your display ad upside down in order to attract attention from the ordinary … If handled properly, curiosity will sell!
Study the operation of other firms to get New Ideas for sales letters, methods of handling promotion, nature of offers and any other details which may be helpful!
Some programs require a good deal of literature in order to present all the facts necessary to sell a product! With this type of product you should first advertise for inquiries then send the full ammunition by direct mail. Write up a list of important reasons why a person should inquire about your offer. Use the strongest of these reasons in your ad!
If you usually pay cash for your ads, why not set up your own advertising agency as a secondary part of your business? Your registered business name as an advertising agency may qualify your business for the 15% discount when advertising in many publications!
Direct Mail, mailing lists, not ads, are used to obtain business. You determine what type of person would best buy your product; then compile, rent or buy name lists and proceed from there.
Lists compiled from business listings in the Yellow Pages are good for many kinds of mailorder products; however the names and addresses contained in the white pages seldom get any reasonable response. Ads in the daily paper are also generally poor for mail order products. Stay with the successful operators and advertise in the various media they use … stick with quality name lists in the right category for your products!
Unless your ad is read you will come out in the red! Make it clean, clear, concise, simple, professional and focused to the “right market” for the type of product being offered!
Always test! test! test! before spending large sums to promote or advertise your product … Be sure it is a hit then go all out!
Your ad must name the product, describe it, tell what it will do for the reader, how he can obtain it, and where to get it!
The best part of your advertisement is the words that can be read “between the lines”!
The direct mail packet consists of the sales letter, catalog, or brochure, order blank and the business reply envelope.
The ad must attract attention and create interest and desire before the customer will act!
Know your product well so that you can be specific, sincere and positive in writing your ads! Enthusiastic ads properly laid out will generally get enthusiastic results!
It is simple to record test results for your ads and programs in the various media. DO IT!
If your product has distinctive features or trademarks, use them over and over again in all your ads … Take advantage of the repeat psychology of keeping the name of your product constantly out in front of the Public Eye! If your product is familiar to the user, prove that it has better quality or price over competing items. Educate the consumer when presenting brand new items.
Prospects are usually more impressed by what others have to say about the product than by what the dealer tells them. Write to your customers, asking for their opinion on what your program or product has done for them and request permission to use their endorsement in some of your ads. Retain their letters as your authority for using their testimony.
Classified ads must have a great deal of thought and preparation! Use as few words as you can, but don’t leave out image building words that tell stories, paint pictures and compel action!
One way to increase the readership of your ad is by inviting persons to send in money saving ideas. Print the best idea each week, or month, and award the winner $$$… They will read the ad in each issue in order to find out if they won and if not to see if the winners ideas are better than the ones they submitted!
Many products can be readily adapted to radio & TV selling. This can be arranged whereby you pay the station a percentage of only what is sold. There are publications available which explain how to present such offers to the stations and lists of stations that supposedly operate on this basis. You can locate such firms by a search at your local library or through salesmen and opportunity magazines….However; this method for selling mail order products is not readily available on a flexible basis, unless you have something really special.
You must be in a position to change your advertising approach with changing times and conditions. The First Paragraph of a sales letter must create attention and interest or the entire message will go to file 13!
The Second part, or body, of the letter must arouse desire by pointing out the advantages and describing the product, preferably in use, or in action and should state the price…or the entire message will wind up in file 13!
The Final Portion of your letter should strongly urge the prospect to act and tell him how to order or the entire message will go to file “13”!
You don’t have near the space for your message with classified and small display ads, as you do with the sales letter so unless they are well presented they may make a faster trip down the tube to file 13!
Always use TOP QUALITY letterheads, mailing materials and supplies…This is your BUSINESS IMAGE in mailorder!
It could be good policy to place your ads through a legitimate advertising agency…It costs no more than if you place your own. Before doing business, get full information about the agency, its services and rates.
Since you must get your message across in top form, in order to pull inquiries and get orders, the ideal ad made just for the particular item being for sale is another great secret for mail order profits….Many times just one little word will change a dead ad to one that pulls thousands of orders!
Since you do not have a “window display” to use for mailorder advertising you must either draw pictures or use picture words to describe your product. Prepare advertising copy so that your prospects can “visualize the product” in their mind and “see” themselves using it to good advantage.
The headline of your ad must be powerful enough to catch immediate attention.
Use words that emphasize your product or service at the beginning or end of sentences!
Another gimmick for obtaining name lists for nothing…An ad such as…”?BIG MAIL? Send 200 of your address labels and 50 cents. We will send to mailorder dealers, wholesalers, distributors, etc….!”
“Before and After” type ads get great response on certain products.
Test and compare with different worded ads on the same 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 mailorder, test it! Prepare an ad for a quick test in a magazine or in a paper with a fast closing date (time from date ad is received to date it is published). As your test prove out “HIT” that particular item hard and heavy 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 allowing a full money-back guarantee, by building your business image without exaggeration, and by showing proof of satisfied users.
Use the P.S. in sales letters to gain added attention!
When using an illustration or picture of your product in an ad, have one that shows the product in use! Picture the merchandise in use giving the owner profit or pleasure thus generating a positive, confident “YES” attitude. Remember that a picture will often sell better than 10,000 words.
Command attention to your ads or mailing pieces by marginal sketches, cartoons, different size and type styles of various words and/or paragraphs…Take the monotony out of the ad!
Consider greater pulling power of colored ads on many kinds of products. Test for added response and sales, as balanced against the much higher printing costs for color! The use of borders, lines, etc., can enhance your ads but be certain they are not placed in such a way that they detract from your message.
Type is expressed by “points”. For example, one point equals 1/72 of an inch. A pica is 1/6 of an inch. Learn the various type styles and sizes. Use the right print in your ads to emphasize the best features of your product.
Don’t bore the reader; Keep the sakes letter to one page whenever possible.
Offer something extra or something free in order to get immediate action!
Test only one factor at a time in order to determine which “change” made the difference in the number of responses received from your ad!
By the end of the first month after receipt of the first response from your ad you should receive 60% of the return you are going to get from monthly magazines, 75% from weekly newspapers, 75% from direct mail, 80% from Sunday newspapers, 90% from daily papers and 100% from Radio or TV! Within 2 weeks…From magazines 20%; Weekly magazines 40%; Direct mail and Sunday papers 60%; Daily papers 75% and Radio and TV 90%. DON’T DEPEND ON SUCH STATISTICS!!!!! Response can vary drastically depending on many factors, including products offered, media used, season, price, economy, etc.!!!! Your ad should be repeated again and again, as long as it is bringing back a profit….After the saturation point is reached, pull the ad. Test it again in a few months. The classified ad is the best to use for testing. For fast results, newspapers can be tested periodically. Magazines with the greatest number of responses for the least cost per inquiry should have priority for your ads. Only tests can prove which are the best ads and media for your various offers!
Have a “Built-in” follow-up program when preparing your initial advertising and promotion materials!
Your ad must end with words that compel action…Ask for the order! Now! Don’t let the prospect put the offer aside or it will usually end up in file 13. Notice the many ads in the mailorder publications that close with action getting words and sentences. Use such ads to develop ideas for your own ads!
Use the personal touch in your sales letters! You must have a good mailing list for direct mail advertising. Your sales letter should be written as though you were talking in person to the reader. Read it out loud…Does it sound like talk or is it canned?
Offer mailing labels with personalized pictures, photos, or cartoon caricatures, at cost, in order to build name lists of mailorder buyers!
Choose the publications with the greatest pull for your particular ad…Determine the greatest circulation for every dollar spent…Is it better to advertise in a magazine with 10,000 readers at 20 cents per word, or pay $2.50 per word for one with 3,000,000 circulation? Even this must be tested. Perhaps the 10,000 readers are buyers of the type of offer you are promoting and will order more than the 3 million!
Determine the kind of person who reads the various publications and buy your space accordingly…Advertise ladies apparel in a media read by women, not in a science publication!
Publications which carry a large classified section generally produce good results. Be sure to advertise under the right classification for your order.
Don’t be afraid to ask for the order.
Take advantage of free advertising and publicity whenever & wherever available!
If practical for a given program, include a picture of yourself, your business building, or a photo of your product…This, of course pertains basically to direct mail programs or for display ads.
Your ad will fail if: The program you choose has already been worked to death: A number of dealers had an ad approximately the same as yours in the same publication; You are advertising an out of season product; Your price is not competitive; The offer wan not attractive; Your copy was poorly written, or it you advertised in the wring classification for the item being offered!
You generally get nothing but curiosity seekers with ill placed display ads.
“KEY” you ads in order to know what is the best way to spend your advertising dollars. Final sales volume, is the measurement of success or failure of your advertising programs!
Combine the best features of your product in preparing your ad. Not so much as to the physical characteristics but by the feeling and interest it generates in others!
Generally, you should $ ASK $ for the money in classified ads only when a small amount is required for the product! Do not expect to get good response from a high cost item asking for money with a small classified ad. Offer free details to get the inquiry first, then send your direct mail packet…Sell your low priced items direct from the classified or display ad!