Once you have a targeted audience for your mailings, do not confuse your readers. Every ad, classified or display, should do the following:
Attract attention with a headline that is a stopper.
Arouse interest by containing information that is of interest to the readers.
Convince readers that they will benefit from the purchase.
Get the prospects to act by either ordering the product or sending for information, or whatever else your instructions may be.
These rules apply to sales letters, circulars, and even postcard mailings. When writing order ads, use short crisp sentences and forceful language. Use active verbs that make an ad more exciting. Describe what you are selling, as well as the terms, so that your prospect understands every phase of your offer.
Focus on the customer in everything you do, and your profits will increase accordingly. Test everything significant, but test only one major item at a time.
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