How Information Overloading Works
There are many schools of thought on how to write a successful direct-response ad, letter or brochure. Some say you need to be subtle, some say be harsh, some say be round-about, some say be direct. There is one technique, though, that is coming to the forefront as one of the most successful to employ.
Info-Loading is the style of overloading an advertisement with information about your product or service. The theory is, you give the customer more information than they'd ever want on your product/service, and they'll feel more confident about you and what you offer. Also, the customer that actually reads through it all is the one who's interested enough to buy what you offer. The good news is, it works!
Here's how to do it. Say you're planning a quarter-page display ad in a magazine. Instead of leaving a lot of white space, so it looks open, and instead of putting pictures in to catch the eye, fill the whole space with text! Load it with as much information as you can fit in, without making it unreadable. To prevent it from looking like a grey blur when the reader's eyes scan through the page, put a bold, black box around the ad, a bold headline, and emphasize important words and phrases with bold print.
You can do the same thing with a mailing. Put together a four-page sales letter loaded with copy, then add a brochure/flyer that re-emphasizes the important points in even greater detail.
A few cautions with this technique. First, make sure you actually have something to say! We are so conditioned to being economical with our words in advertising that it'll be hard to info-load without feeling repetitious. Instead of rambling on about features, tell customers every single benefit they'll get from your product/service. BENEFIT is the important word.
Give Info-Loading a try. Depending on your audience and what you're trying to sell, you may find that info-loading can load more sales into your bank account!
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.
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.
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies.
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.