In most cases, it’s a matter of whether you want to “go down in history” as just another inventor, hard-worker, author or want to “sell a product and enjoy the rewards.”
Always do some basic common sense product analysis and market research before you begin building, learning or putting together something you want people to buy. The same kind of “research’ will save your time, frustration, and money, if you apply the same principles to every “selling opportunity” that arouses your interest.
Make a check list of questions that must be answered before you embark upon any project or get too deeply involved in any selling situation. Such a checklist should answer the following questions:
1) Who will I sell it to?
2) Do these people really want, and need it?
3) How large is the market?
4) How will I reach these people and get them to buy?
5) Is anyone else selling a similar product, service or book?
6) What makes my product and strategies different?
7) Can I supply the product at a price the customer will pay, and  still make a profit for myself?
How much time, effort and money will I have to invest in order to reach my profit goals?
9) Do i have the resources, and the stamina to carry this idea thru to success?
Once you’ve answered these questions—completed this bit of basic product analysis and market research—then you can start planning exactly how you intend to sell it, and map out your advertising strategy from there. You’ll find success in selling effort, much easier, and much more profitable, if you honestly and objectively answer these “check list” questions before you begin.
It’s absolutely imperative that you analyze the product, and profile your prospective customer—the saleability of your product, and the demand for such a product by the people you want to buy. One other thing, don’t ever overlook or “poo pah” your real and/or imagined competition.
When people neglect to analyze the product, and answer the basic research questions, they’re almost certainly doomed to failure. these are precisely the reasons for failure almongst people who attempt to start a mail order business. We literally get tons of mail order offers for products that are losers; and even offers from people trying to sell us our own material and/or related items which we can buy at wholesale prices.
When Sears & Roebuck send out a new catalog or sales circular, do you “really” think they send one to Montgomery Ward? Another thing, this “we’re all friends and in the same business, so you buy from me and I’ll buy from you” philosophy may keep you busy and you mailbox full, but it’ll never results in profits on your P&L sheet. Advertise in the media that reaches your buyers, and send your direct mail materials to people likely to but—not sellers.
Remember, your first task is to determine who your most likely customers are, and then design your advertising campaign to reach those specific people. Generally, you wouldn’t try to sell pantyhose with an ad in a care care magazine, or socket wrenches with an ad in a magazine for bride-to-be.
In other words, design your advertisements to appeal to “your kind of customer,”—send $5 for our report on HOW TO WRITE ORDER PULLING ADS—and then, place these advertisements in the publications these people buy and read. If you’re selling gift items, crafts and other merchandise, advertise in those kinds of publications—general merchandise catalogs catering to that kind of buyer. If you’re wanting to recruit sales people, dealers and distributors, place your ads in publications reaching people looking for these kinds of opportunities.
I don’t recommend that you begin, or attempt to launch your business via direct mail, but when the time comes for you to expand into direct mail, be discriminate—select mailing lists for your type of customer. Do-it yourselfers for shop tools, cosmetics buyers for jewelry and self adornment merchandise, how-to-book buyers for your crafts, hobbies and self-improvement books, opportunity seekers for business start-up manuals, and proven advertisers for your publications.
So, when you read in a business success article that you should place your ad in publications carrying similar ads—the advice given is “place your ads in publications reaching your kind of buyer.” Just because it’s a publication reaching mail order people and you’re selling imported gift items by mail, doesn’t mean your ad will pull from exposure in that publication. Always add one more answer: Does it reach a large number of the type of buyers I’m selling to?

Definitely, this is where many mail order entrepreneurs go wrong, and very definitely, this is the fallacy of advertising in the M/O ad sheets. Analyzing the type of people a publication reaches; and the loyalty as well as true interest of a publication’s readers; and then determining whether or no they’ll respond to your ad, is easy if you will just ask yourself a few common sense questions.
Mail Order Ad Sheet: These reach beginning and small mail order dealers…Their appeal is largely egotistical to see the
advertiser’s name/ad in print—read by other mail order dealers to see who is advertising, what’s be advertised, and for the accumulation or compiling mail lists. very little if any response for the recipients who are looking, not for things to buy, but for shortcuts to more profits.
Mail Order Tab Sheets: These reach basically the same audience as the M/O Ad Sheets…Generally more appealing because of the “instructional” articles and greater space devoted to mentioning who’s doing what/names in print & free publicity. Rate these according to the “information” being passed along in articles. Usually, these publications pull a greater response than the ad sheets, but still, they’re largest audience is one made up of sellers.
Mail Order Dealer Catalogs: These reach the mail order dealers, plus a very large segment of specific buyers—generally related to the overall kind of merchandise offered within the catalog. Unless there are “business building” articles, the recipients generally toss them aside after a quick glance…These are very good showcases for your dealer/distributor ads, and if it’s an “established” merchandise catalog of the kind of product you’re selling, these catalogs can be very good advertising outlets for you…
Extra Income Magazines, such as Money Making Magic, Venture and Entrepreneur: These publications individually reach a very loyal basic subscriber list, most of the people wanting or hoping to get started with, or already involved in a sparetime extra income project, and tremendously large number of “first time” readers with each issue. Look for, and rate them according to the balance of actual “business building” articles they carry, in relationship to their advertising—and overall, according to the quality of the publication as well as the audience each trying to reach—do the articles really help you, or are they “publicity write-ups” for the advertisers… You’ll find that these
magazines are retained, and referred to by the recipients for years…In almost every case, you can expect a good response from your ads placed in one of these magazines—provided you’ve got a good ad and it’s geared to the readers of that particular magazine.
Remember: The bottom line is knowing your type of buyer—presenting your product or opportunity in a style that appeals especially to that type of buyer—and then placing your ad in the publication reaching your kind of a buyer.
Cooking magazines for recipes; mechanical opportunity in the mechanics magazines; self-improvement books and merchandise in general merchandise catalogs; and income opportunities in business-building, self-help magazines such as Money Making Magic!
Besides matching the profile of your customer with the demographics of the publication, it’s also important that you match your selling prices within the average price range of everything else offered in that publication. Running an ad to sell a book at $65 in a publication featuring $20 books, probably won’t pull for you. By the same toke, any ads attempting to promote “re-production type” reports in a magazine selling $50 books, probably won’t bring very many responses for you either.
To achieve success—know your product, profile your prospective buyer, design advertising that appeals to the self interest of that specific kind of buyer; and place your ads in publications reaching those kinds of buyers. If you’re trying to sell by direct mail, send your offers to prospective buyers—not sellers of the same type of materials you’re attempting to sell.
Very few people recognize a legitimate opportunity, even when you hit then over the head with it—even so, unless you’ve got something REALLY NEW, and a deal that really is THE OPPORTUNITY OF A LIFETIME, save your money and don’t try to push your program onto other mail order dealers who may already be selling it.
Assuming that you “know” your typical customer, and the best media to reach this kind of customer, the next step is putting your ad together. It’s said millions of times before, but it’s important that you UNDERSTAND, and REMEMBER: Your ad MUST appeal to the self-interest of your prospect. It must somehow be different, and better, than all the others,particularly if your product is being advertised in the same publication by other mail order dealers.
Nothing beats originality. Write your ads from a different angle. Lead off with the answer to every customer’s most important question: What will I get if I send in my money?
Use words to paint pictures of success, wealth and happiness. Eliminate the customer’s fears of being taken or ripped off. Picture yourself in your prospective customer’s shoes, and give him real reasons to send his money to you. And finally, make it easy for him to order—call toll free; use your bank card; order now and we’ll bill you later; self-addressed envelope.
Don’t be too determined to sell your primary product from your ad. Chances are, if it’s as good as you say it is, and you really want to make big profits, you should use a sales letter 4-or more pages in length. Consider a “leader” item, and run an ad such as this: FREE RAGS TO RICHES MAIL ORDER OPPORTUNITY guide! Send your name, address, zip code & two first class stamps.
Then in response to all takers of this Free Offer, include the complete sales letter, brochure, order form, and self-addressed return reply envelope with the booklet you send out. Using this 2 step method, some people have attained 60 and 70 percent sales for their primary product.
Another angle? FREE BOOK! Mail Order Millions From A Shoestring Beginning! Send your name, address, and zip code, along with $1 for shipping and handling.
In response, you send out the book and a sales letter inviting the recipient to avail himself of your mail order business
consulting services.
Again, the rules are: Determine who you want for a customer. Get his undivided attention, and then sell your product or service. Simple, easy, and it works every time. All it takes is a little bit of common sense on your part!
A small, inexpensive classified ad offering a “most wanted” leader item, followed up with a dynamic sales letter…and your success is virtually guaranteed! As a means to an end, particularly if you’re wanting to enlist people to sell your product for you-
Start an ad sheet—run exchange with every ad sheet publisher in the country—there are literally thousands of them. (Send $1 for our listing of mail order publications…)
But, instead of running ads to promote your ad sheet, run your “leader item” offer and follow up with your sales letter on your primary product. From this, you’ll get fantastic FREE exposure; inquires from people you can actually sell to; and the virtual “no-cost” establishment of a nationwide sales force to promote your business.
Do chain letters really work? In no way, form or fashion! But, this method of running your “leader item” ad as an exchanged ad, will work—and besides, it’s legal! The end result will be what the chain letter promoters are promising you—People all over the country promoting and selling your business for you.
You can’t do it all by yourself. You must multiply yourself—get other people to help you, and present your product offer to as many potential customers as possible. And so long as you’re working from a limited budget, there’s no way on this green earth you can afford the kind of advertising costs necessary for overnight success!
Finally, comes the moment of truth. Do you have what it takes—the ability to go on studying, learning, and adapting—the dedication and the stamina to last thru to the kind of success you want?
It’s important that you do your homework—product analysis and market research—the rest is merely common sense. You’ve got it, now use it! For sure, it won’t be easy work ahead, and lots of comprehension required—but you CAN do it, and the end result will be well worth the investment. After all, what have you got to lose but a try at total success?

Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible.  After all, it’s “free advertising” that is essential to the growth of your business.  However, your publicity efforts should be well thought out, and pre-planned for maximum results.

The first, and basic form of obtaining publicity is through what is known as the press or news release.  This is generally a one page story about your business, your product/service or an event/happening related to your business that is about to, or has recently occurred.  These publicity stories are generally “shot-gunned” to all the various media:  local newspapers, radio and TV, and trade publications.

Problem number one is getting the people to whom you’ve sent these publicity stories, to use them – publish or broadcast them.  And this leads us back to the “right way ” of writing them and sending them in.

In every case, send a short cover letter addressed to the person you want your material to be considered by… This means that you send your story to the city editor of the newspapers;  the news directors of the radio and TV stations;  and the managing editors of the various trade publications.  It will do you no good what-so-ever, to send your material to the advertising, circulation or business managers – describing how you’re a
long-time advertiser, subscriber or listener.  The most important thing is that you make contact with the person who has the final say as to what is to be published or broadcast, and at the bottom line – this person’s use of your material will somehow make him a “hero” to his or her readers, viewers or listeners.

The cover letter should be a short note.  Go to a paper supplier – tell him you want a hundred or so sheets of good bond paper – 8 1/2 by 11” preferably in a pastel color such as blue or ivory – and that you want this paper cut into quarters, giving you a grand total fo 400 sheets of note paper.  “From the desk of…” note sheets are too elaborate until the people you’re contacting get to know you – first time around, and until they use your material, don’t use these semi-formal note sheets…

On this note sheet, begin with the date across the top – skip a couple of spaces and then quickly tell the recipient of the note: the attached material is new and should be of real interest to his readers, viewers or listeners.  We advise our dealers and distributors of MONEY MAKING MAGIC - our regular publication for serious wealth builders and extra income seekers – to send the following note to the editors and news directors of the media in their areas:

“Here’s something that ’s new, and for a change, truly helpful, to people trying to cope with inflation – the soaring costs of living – and those engaged in building extra income businesses of their own.  Should be of real value – interest – to your readers.  Please take a look – any questions, or if you need more info, give me a call at:  (503) 666-5824…”  Then, of course, you skip about four spaces, type your name, your business name, and your address – sign your name above where you’ve typed it, and staple this note in the upper right hand corner of your news release.  This note should be typed and double-spaced.

So now, you’ve got a cover letter, and you know who to send it to… We type up one such note, and take it to a near-by
quick-print shop.  They xerox the note 4 times, past these 4-copies onto one sheet of paper, print 50 to 100 copies, and cut the paper into individual notes, all for less that $10… Do not try to save money by photo-copying or xeroxing – a photo-copy is a photo-copy is a photo-copy, and will not do the job for you…

Now you need the actual publicity release, which also must be “properly” written if you expect it to be used by the media.  Above all else, there’s a proper form or style to use, plus the fact that it must be typed, double-spaced, and short – about a half page in total length.

About an inch from the top of the paper, with an inch and a half margin on each side of the paper;  from the left hand margin, type in all capital letters:  PRESS RELEASE:  Then, underline these words.  Immediately following the colon, but not in all capital letters, put in the date.  Always set the date forward by at least one day after the day you intend to mail the release.

On the same line, but on the right hand side of the page, and in all capital letters, write the words, FOR FURTHER INFORMATION:  Underline this, and immediately below, but not in all capital letters, type your name – your phone number – and your address…

Skip a couple of spaces, then in all capital letters – centered between the margins – type a story headline, and underline it… Skip a couple of spaces, and from the left hand margin, all in capital letters, type the words, FOR IMMEDIATE RELEASE:  From there on, it’s the news or publicity story itself.

You can write the headline before the story, and then a story to fit the headline – or the story before the headline, and then a headline to fit the story – either way, it’s basically the same as writing a space ad or a sales letter… You attract attention and interest with the headline and fill in the details with your story.

Here’s an example of the headlines we use on publicity blurbs for MONEY MAKING MAGIC:

HELP IN MAKING ENDS MEET

NEW PUBLICATION FOR EXTRA INCOME SEEKERS

Notice how we continue to sell or involve the editor – His readers are always looking for better ways to make ends meet, and he’s specifically interested as to what our promise involves… He wants his readers to “think well” of him for enlightening them with this source of help, so he reads into the story to find out who, what and how…

Suffice it to say that your headline, and the story you present to the editor, must sell him on the benefits of your product or service to his readers.  Unless it specifically does this, he’ll not use it.  You must sell the first person receiving your materials.  Keep this fact uppermost in your mind as you write it.  The person you send your press or publicity release to, must quickly see and understand how your product or service will benefit his readers – thereby making him a hero to them – and he must be assured it will do what you promise in your headline.

Come right to the point and say your product is lower in price, more convenient to use or in what way your product or service is useful to the people in general.  It’s also a good idea to include a complimentary sample of your product or an opportunity for him to sample your services.

Remember, the editors receiving your information are fully aware of your purposes – Free Advertising!  They are not in the least interested in you or your credentials – If you’ve sold them on the benefits of your business to their readers, and they want background details, they’ll call you.  That’s why you list your telephone number and address…

These people are busy people.  They have not got the time nor the interest in reading about your trials and tribulations or plans for the future.  They want only “a flag” that alerts them to something new and of probable real interest to their readers.

Sell the editor first.  Convince him that you’ve found the better mousetrap.  Show him that your product or service – that your business – fills a need and/or will interest a large segment of his readers, his viewers or listeners.

When an editor uses your publicity release, always follow-up with a short thank you note.  Never, but never send a publicity release to an editor and then call or write demanding to know why he didn’t use it, use it as you wrote it, or only gave you a quick mention.  Do this once, and that particular media will “round-file” any further material received from you, unopened!  If your first effort is not used, then you should review the story itself;  perhaps write it from a different angle;  make sure you’re sending it to the proper person – and try again!

As stated earlier, these people are busy, with hundreds of publicity releases passing across their desks every day – They only have so much space or time – therefore, your material has to stand out and in some way, fit with the information they – the editors – want to pass along to their readers, viewers or listeners.  Regardless of your business, product, or service, you must build your press release – write it – around that particular angle or feature that makes it beneficial or interest to the readers, viewer or listeners of the media you want to run your press release.  Without this special ingredient, you’re lost before you begin!

The timing of your press release is always important.  Try to associate your press release with current events in the news.  A story on job lay-offs and increased unemployment carried in the newspapers, on TV and radio would prompt us to get a publicity release out to all the media on the help and opportunity offered by MONEY MAKING MAGIC!  Say there’s a deluge of chain letters and pyramid schemes making the round – the media picks up on it and attempts to warn the people to beware… Within 5 days, we would get a publicity release out, explaining the availability of our report on chain letters and pyramid schemes – a report that explains everything from A to Z – who’re the winners and who’re the real losers.

There’s another kind of timing also to keep in mind… Publication deadlines… For best results, always try to time it
so your material reaches the editor in time for the Sunday paper.  This is because that’s when the papers have their greatest circulation;  the most space is available;  and the people, the most time to read the paper.

For articles you’d like to appear in the Sunday paper, you’ll generally have to get your release in at least nine days prior to the date of publication.  If you’re in doubt, call and ask about the deadline date.

IN SUMMARY:

Choose the media most likely to carry your press release.  Select those that carry similar write-ups on a regular basis.

Always use a cover letter of some kind.  It pays to call ahead to find out the name of the person you should be sending your press release to.

Use the proper press release form, complete with a headline that will interest the man deciding whether or not to use your item.

Be sure your press release is letter perfect – no typo’s or misspelled words – and don’t photo-copy – always have each letter or press release individually typed or printed.

When your item is used, send a thank you note or call the editor on the phone and thank him for using your press release.

Never, but never call or write an editor demanding to know why he didn’t use your press release, why he had it rewritten or cut it short – just try, and try again!

a) the graphics (carrier) which must be opened by reader – i.e,  “what does it look like?”
b) the offer: the way the proposition is phrased – i.e “what’s the deal?”
c) the copy: the compelling description that gets the reader to buy or act – i.e. “how is it said?”
d) the list: the targeted audience most likely willing to buy or act – i.e. “who is it sent to?”

2. Perhaps the most important element is the list since an excellent offer, with a striking carrier and compelling copy – if mailed to wrong list – can be a disaster. Others belive copy is most important, but don’t let ranking bother you since each element is important. Take all reasonable steps to get, use and keep the most accurate and up=to-=date lists possible to increase your margin of success. Set up a system to add names and keep’em current.

3. Heed “Daly’s Law” – “Everything takes longer and costs more!’  So. it’s wise to start project in ample time to make all elements come together in easy manner. Use “reverse timetable” to plot what needs to be done and when. For instance, you probably need to order lists first. Then, don’t forget the envelopes, printed stock, other enclosures , etc. Allow time for delivery and return action plus follow-up mailings.

4. Direct Mail is a demanding taskmaster, so if it fails it’s probably you who missed somewhere, not the medium.. If possible, “test” some or all portions of your program so you can alter methods if needed.

5. Writing compelling  Direct Mail copy only seems simple so don’t be deceived. Heed basic principles of writing to single person in simple, straightforward manner – yet with style. For success, remember the 3 “S’s” of successful copy are: (1) Simplicity, (2) Sincerity, (3) Serenity.

Long copy is not necessarily bad, in fact it can outpull short copy. Focus on mainmessage you intend to convey. Never forget you want action to occur…NOW. Be sure copy answers the always-asked questions:  “What’s in it for me?” Always keep reader’s perceived needs in mind. Do the necessary research to determine them.

6. Closely analyze your potential markets and your offer so you can hone lists and copy to target your approach. Though you mail by the thousands, remember Direct Mail is more akin to a rifle than a shotgun. Write your copy to be read by one person at a  time.
7. Remember Direct Mail is a substitute sales representative. Where an in-person sales representative can immediately answer prospects’ questions and overcome objections when raised, Direct mail copy must anticipate all aspects and insure logical points are covered.

8. Incorporate an action device – coupon, order form, reply card or envelope, phone number – to make it easy for recipient to take desired action.. Repeatedly tell recipient what action you want  and make it simple to do. Put nothing in the way of getting an order or response. Use all action devices cited.

9. A letter almost always works better in a Direct Mail package than a package – even a catalog – without a letter. Don’t worry if the letter repeats what’s in the catalog, brochure or order form. It’s there for a different purpose. The sales letter is a one-to-one communications to explain and sell, to get the recipient to act. The postscript is often the most-read part of the letter.

10. If all elements of package are good, it is imperative repeat mailings be made. It’s difficult to wear out a good list and, unless mailings are overdone, you can’t wear out your welcome. Let statistical probabilities and the laws of economics work in your favor rather than allow difference about making frequent mailings deter you. A common error is not to mail often enough or to a wider list.

11. Keep detailed records of everything you do.. Follow a  “systems approach” so you know what happened, when and why. That way you can repeat successes and avoid failures. Sometimes the difference of a tenth of a percent or less is all it takes to tune a marginal performer into a winner.

12. Study all elements of your package so you can know what’s working. Is it the price? The geography? The timing? The phrasing of the offer? The list? The copy? The product? Which of those myriad elements, in combination or without one element, makes the critical difference in the return? Analyze your records closely and continually until you know why you’re winning and can repeat success.

13. Keep current with changing postal rules, rates, regulations and procedures. Regularly monitor your procedures to insure you’re in full compliance. To illustrate expensive errors, a frantic client called after the Postal Inspector visited. We can help with postal problems.. Had he checked with us before the visit, the $5000 per word differential postal cost and worry most likely could have been avoided. We offer professional authoritative postal expertise but seldom can avert unchecked mistakes. Check in advance. (We can supply you with a checklist of valuable postal publications upon receipt of addressed, double stamped #10 envelope.)

14. Save, subdivide and study the good Direct Mail you get to learn what to do – and maybe what not to do. Remember some of the things that appeal may, in fact, be “tests” that, when results are known, are failures. Never underestimate need for simplicity and complete honesty.

15. People who take actions by mail are different from those who don’t. Thus it is wise to isolate them so you can easily remail with new or different offers. Remember the axiom: “People who buy by mail”...buy by mail…buy by mail…” Best lists are of mail buyers of similar products or services who recently purchased in same price range.

16. Do what’s necessary to make your maill stand out, even “look peculiar” since it has to fight all types of competition. If it doesn’t get opened, looked at, and read…there’s no chance it will bring the action you want. Clever “teaser copy” on outside of carrier can work wonders.

17. Wise mail merchants work at differentiating between “suspects,” “prospects” and (best of all) “customers.” Once they can distinguish names on lists among those three categories they are able to achieve  cost efficiencies that novices can only dream about. So keep good records of what happens and when it happens with mailings to a particular list with a particular offer. Capitalize on success.

18. Testimonials can be effective promotional tools, especially if they’re heartfelt and cogently express what the average user might feel about a product or service.. They’re even better when offered by celebrities or persons well-known to the audience.  Treat testimonials like the jewels they are and gather more.

20. There’s no such thing as a “normal” percentage of return that’s universally applicable across a wide range of products and services but, over time and by keeping careful records you can determine what some norms are for your offer (s). Goal then is to  “beat your best”...if only by 1/2 or 1/4 of a percent!

21. In producing Direct Mail programs these seven words may be cliche – but only because it’s true: “Nothing is as simple as it seems.” Continual care needs to be exercises at every step of the planning and conceptual stage, though any step in the conception-production process can become critical if close  attention isn’t paid to what’s happening. “To error is human.”  Yes. I’m aware of the error but that’s exact spelling of sign I spotted in printer’s window and I reproduce it to emphasize how vital it is that extreme care be given to this facet of production. Proofreading in a professional manner is essential.

22. Direct Mail Copywriter John Yeck long ago cautioned me to be aware of these two “sinful” acronyms: KISS and CIPU. The first,  “Keep It Simple, Sweetie” describes how to tell your message, while the second cautions us to avoid lapsing into business or industrial jargon which “we” understand but most everyone else doesn’t. CIPU stands for “Clear If Previously Understood.”

23. While the Power of Mail will long be with us (even though the nature of the Postal Service might change) wise direct mailers see themselves practicing in the fields of “direct Marketing” or ”Direct Response.” They become knowledgeable of the synergistic value from use of print media (magazines, space ads, newspaper  inserts, etc) as well as electronic media (radio and/ or TV) to  supplement their mail promotional efforts. The combination can be powerful.

24. Continually study and be alert to what’s happening in this dynamic medium. It may seem that not much is new, when in fact,  there are subtle but important shifts in many of the areas  delineated in each of the four elements cited in Principle #1.  (Our seminars, workshops and speeches point these out to sponsor’s audiences.)

You have to advertise. Your business cannot grow and flourish unless you advertise. Advertising is the “life-blood” of any profitable business. And regardless of where or how your advertise, it’s going to cost  you in some form or another.

Every successful business is built upon, and continues to thrive, primarily, on good advertising. The top companies in the world allocate millions of dollars annually to their advertising budget. of course, when starting from a garage, basement or kitchen table,you can’t quite match their advertising efforts—-at least not in the beginning. But there is a way you can approximate their maneuvers without actually spending their kind of money. And that’s through “P.I” Advertising.

“P.I.” stands for per inquiry. This kind of advertising most generally associated with broadcasting, where you pay only for the responses you get  to your advertising message. It’s very popular—somewhat akin to bartering—and is used by many more advertisers than most people realize. The advantages of PI Advertising are all in favor of the advertiser because with this kind of an advertising arrangement, you can pay only for the results the advertising produces.

To get in on this “free” advertising, start with a loose leaf notebook, and about 100 sheets of filler paper. Next, either visit your public library and start poring through the Broadcast Yearbook on radio stations in the U.S., or Standard Rate and Data Services Directory on Spot Radio. Both these publications will give you just about all the information you could ever want about licensed stations.

An easier way might be to call or visit one of your local radio stations, and ask to borrow (and take home with you) their current copy of either of these volumes. To purchase them outright will cost $50 to $75.

Once you have a copy of either of these publications, select the state or states you want to work first. It’s generally best to begin in your own state and work outward from there. If you have a moneymaking manual, you might want to start first with those states reporting the most unemployment.

Use some old fashioned common sense. Who are the people most likely to be interested in your offer, and where are the largest concentrations of these people? You wouldn’t attempt to sell windshield de-ice canisters in Florida, or suntan lotion in Minnesota during the winter months, would you?

At any rate, once you’ve got your beginning “target” area decided upon, go through the radio listings for the cities and towns in that area, and jot down in your notebook the names of general mangers, the station call letters, and addresses. be sure to list the telephone numbers as well.

On the first try, list only one radio station per city. Pick out the station people most interested in your product would be listening to. This can be determined by the programming description contained within the date block about the station in the Broadcasting Yearbook or the SRDS Directory.

The first contact should be in the way of introducing yourself, and inquiring if they would consider a PI Advertising campaign. You tell the station manger that you have a product you feel will sell very well in his market, and would like to test it before going ahead with a paid advertising program. You must quickly point out that your product sells for, say $5, and that during this test, you would allow him 50% of that for each response his station pulls for you. Explain that you handle everything for him: the writing of the commercials, all accounting and bookkeeping, plus any refunds or complaints that come in. In other words all he has to do is schedule your commercials on his log, and give them his “best shot.” When the responses come in, he counts them, and forwards them on to you for fulfillment. You make out a check for payment to him, and everybody is happy.

If you’ve contacted him by phone, and he agrees to look over your material, tell him thank you and promise to get a complete “package” in the mail to him immediately. Then do just that. Write a short cover letter, place it on top of your “ready-to-go” PI Advertising Package, and get it in the mail to him without delay.

If you’re turned down, and he is not interested in “taking on” any PI Advertising, just tell him thanks, make a notation in your notebook by his name, and go to your next call. Contacting these people by phone is by far the quickest, least expensive and most productive method of “exploring” for those stations willing to consider your PI proposal. In some cases though, circumstances will deem it to be less expensive to make this initial contact by letter or postcard.

In that case, simply address you card or letter to the person you are trying to contact. Your letter should be positive in tone, straight forward and complete. Present all the details in logical order on one page, perfectly typed on letterhead paper, and sent in a letterhead envelope. (Rubber-stamped letterheads just won’t get past a first glance.) Ideally, you should include a self-addressed and stamped postcard with spaces for positive or negative check marks in answer to your questions: Will you or won’t you over my material and consider a mutually profitable “Per Inquiry” advertising campaign on your station?

Once you have an agreement from your contact at the radio station that they will look over your materials and give serious consideration for a PI program, move quickly, getting your cover letter and package off by First Class mail, perhaps even Special Delivery.

What this means is at the same time you organize your “radio station notebook,” you’ll also want to organize your advertising package. Have it all put together and ready to mail just as soon as you have a positive response. Don’t allow time for that interest in your program to cool down.

You’ll need a follow-up letter. Write one to fit all situations; have 250 copies printed, and then when you’re ready to send out a package, all you’ll have to do is fill in the business salutation and sign it. If you spoke of different arrangements or a specific matter was discussed in your initial contact, however, type a different letter incorporating comments or answers to the points discussed. This personal touch won’t take long, and could pay
dividends!
You’ll also need at least to thirty-second commercials and two sixty-second commercials. You could write these up, and have 250 copies printed and organized as a part of your PI Advertising Package.

You should also have some sort of advertising contract written up, detailing everything about your program, and how everything is to be handled; how and when payment to the radio station is to be made, plus special paragraphs relative to refunds, complaints, and liabilities. All this can be very quickly written up and printed in lots of 250 or more on carbonless multi-part snap-out business forms.

Finally, you should include a self-addressed and stamped postcard the radio station can use to let you know that they are going to use your PI Advertising program, when they will start running your commercials on the air, and how often, during which time periods. Again, you simply type out the wording in the form you want to use on these “reply postcards, and have copies printed for your use in these mailings.

To review this program: Your first step is the initial contact after searching through the SRDS or Broadcasting Yearbook. Actual contact with the stations is by phone or mail. When turned down, simply say thanks, and go to the nest station on the list. For those who want to know more about your proposal, you immediately get a PI Advertising Package off to them via the fastest way possible. Don’t let the interest wane.

      Your Advertising Package should contain the following:
      1. Cover letter
      2. Sample brochure, product literature
      3. Thirty-second and sixty-second commercials
      4. PI Advertising Contract
      5. Self-addressed, stamped postcard for station acknowledgement and acceptance of your program.

Before you ask why you need an acknowledgement postcard when you have already given them a contact, remember that everything about business changes from day to day—-conditions change, people get busy, and other things come up. the station manager may sign a contract with your advertising to begin the 1st of March. The contract is signed on the 1st of January, but when March 1 rolls around, he may have forgotten, been replaced, or even decided against running your program. A lot of paper seemingly “covering all the minute details” can be very impressive to many radio station managers, and convince them that your company is a good one to do business with.

Let’s say that right now you’re impatient to get started with your own PI Advertising campaign. Before you “jump off the deep end,” remember this: Radio station people are just as professional and dedicated as anyone else in business—-even more so in some instances—so be sure you have a product or service that lends itself well to selling via radio inquiry system.

Anything can be sold, and sold easily with any method you decide upon, providing you present it from the right angle. “hello out there!

Who wants to buy a mailing list for 10 cents a thousand names?” wouldn’t even be allowed on the air. However, if you have the addresses of the top 100 movie stars, and you put together an idea enabling the people to write to them direct, you might have a winner, and sell a lot of mailing lists of the stars.

At the bottom line, a lot is riding on the content of your commercial—-the benefits you suggest to the listener, and how easy it is for him to enjoy those benefits. For instance, if you have a new book on how to find jobs when there aren’t any jobs: You want to talk to people who are desperately searching for employment. You have to appeal to them in words that not only “perk up” their ears, but cause them to feel that whatever it is that you’re offering will solve their problems. It’s the product, and in writing of the advertising message about that product are going to bring in those responses.

Radio station managers are sales people, and sales people the world over will be sold on your idea if you put your selling package together properly. And if the responses come in your first offer, you have set yourself up for an entire series of successes. Success has a “ripple effect,” but you have to start on that first one. We wish you success!

One and only way is to write an article relative to your particular expertise and submit it to all the publications and media dealing in the dissemination of related information. In other words,become your own publicity and sales promotions writer. Get the word out; establish yourself as an expert in your field, and “tag-along” everything you write with a quick note listing your address for a catalog, dealership opportunity, or more Data.Another really good way is by becoming a guest on as many of the radio and television talk shows or interview type programs as possible. In reality, this is much easier to bring about than most people realize. Write a letter to the producer of these programs, then follow up with an in-person visit or telephone call. Your initial contact should emphasize that your product or service would be of interest to the listeners or viewers of the program—perhaps even saving them time and money.

Other ways of getting free or very inexpensive exposure include the posting of advertising circulars on all free bulletin boards in your area, especially the coin-operated laundries, grocery stores, and beauty and barber shops. Don’t discount the idea of handing out circulars to all the shoppers in busy shopping centers and malls, especially on weekends. You can also enlist the aid of the middle school students in your area to had out circulars door-to-door.

Some of the more routine methods include having a promotional ad relative to your product or service printed on the front or back of your envelopes at the time you have them printed with your return address.

Be sure to check all the publications that carry the kind of advertising you need. Many mail order publications just getting started offer unusually low rates to first-time advertisers; a free-of-charge insertion of your ad when you pay for an order to run three issues or more; or special seasonal ad space at greatly reduced rates. And there are a number of publications that will give you Per Inquiry (PI) space—arrangement where all orders come in to the publication, they take a commission from each order, and then forward the orders on to you for fulfillment.

Many publications will give you a contract for space. In this arrangement you send them your ad, and they hold it until they have unsold space, and then at a price that’s always one third or less the regular price for the space need, insert your ad. Along these lines, be sure to check in with the suburban neighborhood newspapers.

If you send out or publish any kind of catalog or ad sheet, get in touch will all the other publishers and inquire about the possibilities of exchange advertising. They run your ad in their publication in exchange for your running an ad for them of comparable size in yours.

Finally, there’s nothing in the world that beats the low cost and tremendous exposure you get when you advertise a free offer. Simply run an ad offering a free report of interest to most people—- a simple one page report with a “tag-line” inviting the readers to send money for more information, with a full page advertisement for your book or other product on the backside. Ask for a self-addressed stamped envelope, and depending on the appeal for your report and circulation of the publication in which your ad appears, you could easily be inundated with responses!

All winning sales letters “talk” to the prospect by creating an image in the mind of the reader.  They set “the scene” by appealing to a desire or need; and then they flow smoothly into the “visionary” part of the sales pitch by describing in detail how “wonderful” life will be and, how “good” the prospect is going to feel after he’s purchased your product.  This is the “body or guts” of a sales letter.Overall, a winning sales letter follows a time-tested and proven formula: 
1)  Get his attention  2)  Get him interested in what you can do for him 
3)  Make him desire the benefits of your product so badly his mouth begins to water 
4)  Demand action from him – tell him to click the right button or send for whatever
it is you’re selling without delay – any procrastination on his part might cause him to lose out. 
This is called the “AIDA” formula (Attention, Interest, Desire and Action) -  it works.

On your website, your sales page should be the length of what it would be if were doing a mailing, or longer if you’re using bullets to emphasize benefits to build the desire. 
Of course on the Internet you don’t have to worry about letterhead stationery or the cost of postage,which is a considerable savings.  If, however, you want to also do a mailing campaign then the following would apply. 
The sales letters in mailings that pull in the most sales are almost always two pages with 1 1/2 spaces between lines. 
For really big ticket items, they’ll run at least four pages. – on an 11 by 17 sheet of paper folded in half. 
If your sales letter is only two pages in length, there’s nothing wrong with running it on the front and back
of one sheet of 8 1/2 by 11 paper.  However, your sales letter should always be on letterhead paper – your letterhead printed, and including your logo and business motto if you have one.

 Regardless of the length of your sales letter, it should do one thing, and that’s sell, and sell hard! 
If you intend to close the sale, you’ve got to do it with your sales letter.  You should never be “wishy-washy”
with your sales letter. You do the actual selling and the closing of that sale with your sales letter – any brochure or circular you send along with in your mailing will just reinforce what you say in the sales letter.

There’s been a great deal of discussion in the past few years regarding just how long a gross revenue letter should be. 
A lot of people are asking:  Will people really take the time to read a long sales letter?  The answer is a simple and
time-tested yes indeed!  Surveys and tests over the years emphatically prove that “longer sales letters” pull even better than the shorter ones, so don’t worry about the length of your sales letter – just make sure that it sells your product for you!

The “inside secret” is to make your sales letter so interesting, and “visionary” with the benefits you’re offering to the
reader, that he can’t resist reading it all the way through.  You break up the “work” of reading by using short, punchy sentences, underlining important points you’re trying to make, with the use of subheadlines, indentations and even the use of a second color, and leaving lots of white space around it.  On your website, the sales letter should run down the middle of the page so the viewer doesn’t have to keep adjusting the screen to see the whole sentence. This is very distracting and more apt to send that client to another website than losing patience reading a long letter.

Relative to the brochures and circulars you may want to include in your mailing with your sales letter – providing the materials you’re enclosing are of the best quality, they will generally reinforce the sale for you.  But, if they are of poor quality, look cheap and don’t compliment your sales letter, then you shouldn’t be using them.  Another thing, it will definitely classify you as an independent home worker if you hand-stamp your name/address on these brochures or advertising circulars instead of having them printed.

Whenever possible, and so long as you have really good brochures to send out, have your printer run them through his press and print your name/address – even your telephone number and company logo – on them before you send them out. 
The thing is, you want your prospect to think of you as his supplier – the company – and not as just another independent entrepreneur.  Sure, you can get by with less expense but you’ll end up with fewer orders and in the end, less profits.

 Another thing that’s been bandied about and discussed from every direction for years is whether to use a post office
box number or your street address.  Personally, I don’t like Post Office Boxes in a business address – because it transmits an aura of instability or temporary location.  If your business is run from home, get a mail box from a
post box vendor that has a street address.  Then your address looks like, 1234 Willow Lane, #567, Your Town,
and the box number could appear to the reader as a Suite number.  However, if you live in a remote area where your address is 7890 Main St., RFD 42, Box 123, Your Town, then you have no choice but to include both your post office box number, AND, your street address on your sales letter.  When doing it strictly for your website, put your street address, telephone number, and email address at the bottom of the page.  More than likely, the customer will contact you by email, but it conveys dependability if that Internet buyer sees that you’re willing to give your address.
This kind of open display of your honesty will give you credibility and dispel the thought of you being just another
“fly-by-night” mail order company in the mind of your prospect.

Above all else, you’ve got to include some sort of ordering page or coupon if you’re mailing.  The coupon has to be as simple and as easy for the prospect to fill out and return to you as you can possible make it. The order page on your website should already be filled out, with perhaps just the shipping left to choice.  If your product is an eBook or software to be instantly downloaded, then you don’t have any options to be chosen.   A great many sales are lost because this order coupon is just too complicated for the would-be buyer to follow.  Don’t get fancy!  Keep it simple, and you’ll find your prospects responding with glee.

 Should you or shouldn’t you include in your mailing a self-addressed reply envelope? 
There are a lot of variables, as well as, pros and cons to this question. Overall, when you send out a “winning” sales letter to a good mailing list, a return reply envelope will increase your response tremendously.

 Tests of  late seem to indicate that it isn’t that big a deal or difference in responses relative to whether you do or don’t
pre-stamp the return reply envelope.  Again, the decision here will rest primarily on the product you’re selling and the mailing list you’re using.  Our recommendation is that you experiment – try it both ways – with subsequent mailings and decide for yourself from there.

Each business is different and the type of marketing that it will do online so you want to find some way test enough from their competition.  This is a general rule no matter what type of business you are possibly looking into, whether it be retail or online.One of the great ways that can work in creating marketing for an online business can actually be run from your website.  Develop a forum or discussion board on which different topics of importance to your customers are listed.  People will want to come back again and again to read what others have to say and this provides you with some great repeat traffic.  This can help your natural search engine traffic in getting your page is indexed as well as provide some back link opportunities, which will help in marketing your online business. Within your forum, you are able to create marketing of some sort because it is your website.  When these customers are ready to buy, they will think of buying from you first because of the connection between your website and them. Within this way, you have created a win-win situation for both parties.  You will have developed a stable base of customers while also giving yourself the opportunity to grow your business due to the opportunities listed such as back links, search engine traffic, and being more heavily indexed.

Another good way to help in creating marketing for an online business is to give away free products.  You can advertise your free giveaways in many of the freebie forums that can be found around the Internet.  There is great traffic to these websites and if you are able to divert some of this to your website, you will be much the better for it.  If you are using free giveaways, make sure that you are receiving something in return such as the person’s e-mail address because they have signed up for your newsletter.  When you are using giveaways as a form of advertising, you’ll want to make sure that you are able to get some sort of return on your investment so keep this in mind when posting to the freebie forums.

The final way in which we’ll look at creating marketing for an online business is to write good sales copy.  This is going to be one of the simplest methods for you will quite possibly the most effective because my improving what is written on your website, you will be able to convert more of your traffic and this will have a direct impact on your bottom line.

Each of these three ways of creating marketing for an online business can be very effective.  By taking the time to improve your website, you will find that this will have the greatest impact upon your bottom line of running a website and an Internet business.  If your website does not run effectively and draw customers in, then going out and working on bringing traffic in is a lost cause.