Promotion advertising differs significantly from consumer franchise-building advertising. The latter is long-term in nature and aimed at giving customers reasons to buy. Promotion advertising is short-term. It pushes for the order by providing incentives, coupons, rebates, premiums and contents.
The usual medium for promotion advertising is print. Some big-budget advertisers use broadcast (radio and television) to get consumers to look for their promotion advertising in their local newspapers.
As a rule, promotion advertising should be specific and should call only for consumer to perform a desired action. Resist including extraneous points in the promotional ad. Focus on a simple call to action.
For example: Your ad copy may ask the readers to:
Most promotion events are price or added-value oriented campaigns. As such, it is imperative that when writing copy, the ad should appeal more to the wallet than the emotion.
Final point: Do not make your redemption procedure complicated and confusing. Avoid have a more that one time of offer wherein the consumer is forced to use math in order to determine which ones make him/her save more money. Your task is to make it easy for the consumer. Avoid having to make them decide. That's too much work for them.
If you've been in mail order for more than a month...chances are you've been ripped off by one or more ad sheet printers. This report won't make you a mail-order genius but might keep you from loosing your shirt prematurely.
Regardless of what you're trying to sell, you really can't sell it without "talking" with your prospective buyer. An in attempting to sell anything by mail, the sales letter you send out is when and how you talk to your prospect.
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies.
Most business beginners think Direct Mail means purchasing a mailing list and mailing an advertising flyer to a bunch of folks they know absolutely nothing about. This IS NOT what Direct Mail marketing is.
What is a Big Mail? If you are a total beginner to the mail order world, you will have no idea what the term means. Before I knew better, I used to think a Big Mail was just a big envelope containing some type of free samples.
When you have accumulated sufficient knowledge from preparing your own circulars and from co-publishing magazines and ad sheets of others, you may want to become a publisher.
Successful mail order dealers realize there are two distinct groups of publications in which to place advertising for maximum results.
There have been entire volumes written on mail order selling. For printed information, the best way to learn HOW & WHERE to advertise is to go to your newsstand and check through all the magazines carrying large numbers of classified and space ads.
This method of getting free printing is currently being used by several different mail dealers. It works! Here's the plan: Run an ad similar to this in any mail order magazine:
An average mailing by a small, one person mail order company is generally about a thousand pieces, and many such operators rarely mail more than a hundred pieces per week.