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This publication has been written to assist the mail order beginner and the established mail order dealer to write profitable classified ads.

There are two major elements in making ads profitable:

1. Keeping the cost of the ad to a minimum,

2. Getting the most returns from each ad.

We recommend classified advertising as the very first method to be used by the mail order beginner. Although there are some cases where direct mail, or space ads, or even co-op mailings, would make more sense, these cases are the exception. Classified ads are the easiest and the best to start with.

Why do we recommend classified ads so highly? Experience has shown that,
dollar-for-dollar, classified ads produce more profit than any other mail order technique or medium.

To use classified advertising effectively, you have to understand the
peculiarities - the strong and weak points - inherent in these little "business getters". There are some things you can accomplish very profitably through classified ads. There are also some things that just don't work! Display ads are designed to stop the reader. Because they can show and describe what you are selling, they can be used to get fair-sized cash orders. But classified ads...brief and without illustrations...should not be expected to produce cash orders, with a few exceptions.

You can use classified ads to get low cost inquiries, and then convert those inquiries into sales by means of follow-up literature. You can get a LOT of inquiries by using "blind ads"...but most of the time these inquiries are of poorer quality.

Qualified, or partially qualified, ads will produce fewer but better inquiries. While your inquiries will be less, the number of sales generally will be greater. Your profit will be greater as it costs less to make each sale. There is no reason to send your literature to those who are not interested, and this is what happens when "blind" ads are used....you will receive more inquiries ... and fewer sales with "blinds". But, if you expect classified ads to bring cash orders of a dollar or more, you are almost sure to be disappointed.

Remember that most people read classified ads because they are looking for something. This means you can afford to be specific in the wording of your offer.

Before you write a classified ad, decide what kind of people will be interested in your product, what those people want in a product like yours, and what your best selling points are. Then select the publications whose editorial content you feel is of the kind that should interest the same people who would be interested in your product. Form a mental picture of your prospects, keeping this picture in mind when you write the ad.

Order today and start making money from your classified ads.

 

 

 

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