Everybody wants to make more money. In reality nearly everybody would like to hit on something that makes them fabulously rich! And seemingly, one of the simplest roads to the accomplishment of these dreams of wealth is mail order or in the professional circles of the business, direct mail selling. You can search on the web for business plan examples to help more on this subject.
The only thing is, barely anybody gives much real thought to the essential ingredient of selling by mail – the writing of profit-making classified adverts. If your mail order business is to achieve success, then you must acquire the experience of writing classified adts that sell your services!
So what makes an advertisement good or bad? First off, it must appeal to the reader, and as such, it must say precisely what you need it to point out. Secondly, it has to say what it says in the least possible number of words in order to keep your operating costs within your resources. And thirdly, it's got to produce the specified results whether investigations or sales.
Grabbing the reader’s attention is your first target. You have to think the reader is “scanning” the page on which your ad appears in the company of 2 or 3 hundred classified ads. Therefore , there must be something about your ad that causes him to stop scanning and have a look at yours! Therefore the first two or three words of your ad are of the utmost importance and deserve your extensive consideration. Most surveys show that terms or phrases that quickly involve the reader, are the best attention-grabbers. Such words as: FREE… WIN… MAKE BIG MONEY…
Whatever words you use as attention-grabbers, to start your advertisements, you must keep in mind that they are going to be competing with similar attention-grabbers of the other advertisements on the same page. as well as your lead words, your ad must quickly go on to promise or state further advantages to the reader. To explain, your ad might read something similar to this: MAKE BIG MONEY! Simple & easy. We show how!
In the language of professional copywriters, you've grabbed the attention of your prospect, and interested him with something that even he'll do.
The next rule of good classified copywriting has to do with the arousal of the reader’s desire to get in on your offer. In many instances, this rule is by-passed, and it seems, this is the actual reason that an advertisement doesn't pull according to the expectancies of the marketer.
Give it some thought – you've got your reader’s attention; you have told him it’s easy and simple; and you are about to ask him to do something. Unless you take the time to further “want your offer,” your ad is going to only half turn him on. He’ll compare your ad with the others that have grabbed hold of his attention and finally decide on the one that interests him the most.
What's being recounted is that here is the location for you to insert that magic word “guaranteed” or another such word or phrase. So now, we've got an advert that reads: MAKE BIG MONEY! Easy & Simple. Guaranteed!
Now the reader is turned on, and in his mind, he can’t lose. You're ready to ask for his money. This is the “demand for action” part of your ad. This is the bit where you need to use such words as: Limited offer – Act now! Write today! Only and/or just…
Putting it all together, then your ad might read something similar to this: MAKE BIG MONEY! Easy & Straigtforward. Guaranteed! Limited offer. Send $l to:
These are the ingredients of any good classified ad – Attention – Interest – Want – Action… Without these four ingredients assuredly integrated into your ad, possibilities are your ad will “lie there” and not do anything but cost you money. What we’ve just shown you is a basic classified ad. Though such an ad may be placed in any leading publication and would pull a good response, it’s known commonly as a “blind ad” and would pull inquiries and replies from an entire range of folk reading the publication in which it appeared. In other words, from as many “time-wasters” as from bona fide buyers.
So let’s try to give you an illustration of the kind of classified advertisement you may want to use, say to sell a statement like this one… Using all of the rules of basic advertising copywriting, and stating precisely what our product is, our ad reads thusly:
MONEY-MAKER’S Techniques! How To Write winning classified advertisements. Simple & straightforward to learn -should double or triple your replies. Rush $1 to BC Sales, 10 Main Anytown, TX 75001.
The point we are making is that: l) You have to grab the reader’s attention… 2) You’ve got to “interest him “. With something that appeals to him… 3) You've got to “further stimulate” him with something (catch-phrase) that makes him “desire” the service. 4) Demand that he act immediately…
There’s no point in being tricky or clever. Just adhere to the fundamentals and your profits will increase appropriately. One of the finest methods of studying how to write good classified adverts is to look at the classifieds – try to figure out precisely what they are trying to sell – and then practice re-phrasing them according to the guidelines we’ve just given you. If you sit down to write a classified, always write it all out – write down everything you wish to say – and then go back over it, crossing out words, and refining your phraseology.
The final ingredient of your classified advert is of course, your name, address to which the reader is to reply – where he is to send his money or write for more info.
Generally speaking, readers reply more frequently to advertisements that include a name than to those showing just initials or an address only. Nevertheless because advertising costs are based upon the amount of words, or the amount of space your ad uses, the use of some names in classified ads may become quite pricey. If we asked our ad respondents to write to or send their money to The Study Writers & Publishers Organization, or to Book Business Mart, or even to Money Maker’s Opportunity Digest, our advertising costs would be excessive. Therefore we shorten our name Analysts or Money-Makers. The point here is to think relative to the placement costs of your ad, and to shorten excessively long names.
The same is still true when listing your post office box number. Shorten it to just plain Box 40, or in the case of a rural delivery, shorten it to just RRl.
The most important thing is to grasp the rules of profitable classified advert writing, and to follow them. Hold your costs in line.
Now you know the basics… The rest is up to you.
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