I
have always considered that learning any
subject
is really the learning of secrets.
Well,
they aren't REALLY secrets but they are
rules
that contain a main basis or subject.
Consider
spelling. Toknow the rule, 'I before
E
except after C' tells you how to spell more
words
than learning that ceiling is spelt as
I
have just spelt it.
Learning
mail order is no different from
learning
any other subject. Certain rules or
'secrets'
will bring you more success than
experimenting
your newest ideas. I am about
to
outline some of the secrets which, after
many
years in mail order, I have learnt about
advertising.
I must point out though that
these
secrets will not really be known to you
until
you have actually PROVED them to be
right
for yourself.
1. One order from one small advert in a mail
order
magazine is about normal. Two is good
and
three is excellent. It isn't really the
number
of replies that is important so much
as
what to do with the replies.
2. Never try to sell anything in a small
advert
in a mail order magazine for over œ1.
Anything
advertised for over œ1 will
normally
(not always) receive no replies at
all.
3. You will rarely ever make a profit from
a
small advert. It is the FOLLOW-UP that
makes
the profit.
4. Advertising something FREE will bring
most
replies but asking for one or two
stamps
will bring the best results. In my
experience,
I have proved that this is true
no
matter WHAT other articles may say.
5. Always give more than the customer
actually
expects to receive as this creates
a
good position to follow up from.
6. Try to make the wording of your advert
leave
the potential customer wanting to know
more.
e.g. The above title left YOU wanting
to
know 'The Ten Big Secrets' - didn't it?
7. Aim your advert to the reader. Readers
of
mail order magazines are mainly mail
order
dealers and NOT Opportunity Seekers
although
there may well be some others.
8. Always put a personal hand written
letter
in your follow-up unless of course
your
handwriting is on the down side.
9. I have never found that MORE words mean
MORE
success although more words can be used
to
advertise more than one thing which can
bring
in more money from the advert itself
but
it does not increase the overall number
of
replies.
10.
Rules can be broken BUT it is a good
idea
to stick to rules in the main until you
really
know how to break them.
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