TV Order Slates
Whether you are using infomercials or regular DRTV spots, you are limited to a few seconds to give your audience information on how and where to place their orders.
Order Slates contain information about your name, address and telephone number as it appears on the TV screen. Here are a few tips on how to effectively design your order slate:
Toll-Free 800 Numbers
If you do not have the capacity to handle multiple simultaneous calls, you need to hire a service bureau to handle you order taking.
Most infomercial source companies have affiliations with their own service bureaus to provide order taking service. Because the service bureaus have special arrangements with your source company, their rates re usually lower, making them a favorable choice.
If you decide to go with your source company's service bureau, make sure they are willing to:
Give you your own unique 800 number.
Give you call reports on a daily basis.
Give you a copy of the itemized call statement from the phone company at the end of each month.
If you decide to hire you own service bureaus, shop around for the best rates. Avoid bureaus with exorbitant set-up fees, usually more than $500.00. Make sure the bureau has the capability and the experience to handle your requirements, and that they operate 24 hours a day.
A standard order slate will show your 800 number along with your business name and mailing address. Remember that a TV viewer will have to copy all this information in order to write a check and mail it to the correct address. So make your wording short, clear, and easy to spell.
If your business name is long or complicated, you may want to open a new bank account using a different name. Acronyms usually work best. For example, if your business name is Communicators International Enterprises, register a new account for C.I.E.. Both you and your customers will benefit from such a change.
YOUR MAILING ADDRESS Since mailing addresses appear on the TV screen for just a few seconds, post office box numbers or short addresses are easier to remember and spell.
For example, if your business is in a city named Lauderdale-By-The-Sea, you might want to drive a few miles south to get a P.O. box in Miami. Its not only more recognizable, but it is shorter and easier for viewers to spell.
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.
Have you placed your display ad in a national magazine with over 20 million readers, then waited for the orders to pour in? But the days go by and there is little or no responses?
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.
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.
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies.
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.
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:
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.
Here are some interesting results of a study conducted on readerships of magazine ads. Most of the stats are from Starch INRA Hopper, Inc and other studies.
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.