USE A WORD that will benefit a reader.
DO NOT OVERPRICE your product.
DO ADVERTISE FREQUENTLY. Constant exposure creates a familiar
offer with DO OFFER A MONEY BACK GUARANTEE
in your classified ad, salesletter or circular if possible. An excellent sales technique!
DO TEST YOUR AD in 2 or 3 smaller, low cost publications.
Record results. Code each ad.
DO READ PUBLICATIONS that relate to your product. Write
for ad rates, paid circulation, discounts and closing dates. Keep records.
DO HAVE ALL YOUR LITERATURE AND PRODUCTS ready for mailing
when your ad appears in the publication of your choice. Do not delay in responding.
DO USE THE COPYCAT METHOD. Do what other successful advertisers
are doing. Only with a slight twist, idea or offer.
DO RUN SEVERAL ADS worded differently. Keep records of
DON'T OVER ADVERTISE. It can be expensive. If you want
to, do it gradually.
DON'T PRETEND YOU KNOW ALL THE ANSWERS. Because you don't.
Take time to find out what you need to know.
DON'T TRUST YOUR MEMORY. A thought will leave you as quickly
as it came. Always write down a good idea. NOW!
DON'T PLACE YOUR AD in the wrong classification.
DON'T WASTE YOUR MONEY on ad words to amuse or entertain,
but use words to persuade, inform and sell your product.
DO USE A SHORT BUSINESS NAME. Make it easy to pronounce
REMEMBER THE M.E.D.I.C.S.
Motivation. Enthusiasm. Desire. Image. Creativity.
DON'T GIVE UP. If your ad doesn't pull after a fair exposure,
try re-writing it. One or two different words may do the trick.
DON'T SPEND THE PROFITS. Re-invest the money in more continuous
REMEMBER, an ad that offers "FREE DETAILS" means writing
a sales letter or circular.