How to Make Money with Classified Ads - part 5

HOW TO PREPARE SALES LITERATURE

            The sales letter promotes you as well as your product.  It is a personal appeal to a potential buyer.  You want the person to feel special and have a reason not only to look through the rest of the literature, but TO BUY YOUR PRODUCT.

            The appearance of the sales letter is the most important aspect.  It should be on company letterhead, cleanly printed, and inviting to read.  Although it can be any length, it doesn’t have to be more than one page.  But it must be double-spaced and typewritten in clear, easy-to-read type.

            The most effective sales letters are printed in two colors.   The second color offers eye appeal and provides emphasis in selling the benefits of your products.  The most inexpensive way to product two-color is to print black on two-color letterhead.  You may use the second color in alternate paragraphs, or as special paragraphs, indented to catch the eye.  Blue, red or green type is harder to read, so keep the second color areas short and important to the reader.

            Other effective ways to use a second color are as handwritten remarks in the margins of the sales letter, as underlines, and in the signatures.

            Write the sales letter as though you’re writing to a friend - keep it direct and personal.  Present yourself and your product as worthwhile, honest and desirable.

            The beginning of the letter should have a lead line similar to a classified ad.  It emphasizes the benefits of the product and points out the strongest appeal.

            Don’t be tempted to use two or three appeals in a row.  Choose only one and save the next best ones to try on other sales letters as you test the results.

            Follow through on the appeal, amplifying WHY the product is desirable.  Emphasize its value to the reader.  Build credibility.   Will it make me a better, or richer, or more secure person?  Can it prevent worry, poverty, illness?  Why should anyone want to have it?  You might admit what the product won’t do, then present several positive aspects, stating what it will do.

            In the next section, mention price and immediately talk about the money-back guarantee.  The reader will be more convinced the product will do all you claim if you are willing to stand by your product enough to offer a full refund.

            Finally, restate the major benefits or feature of the product and push for the order.  If you are offering a special premium for ordering immediately, state it here.  Include a good reason for why the person should not wait, but ORDER NOW.

ORDER FORMS

            If you have only a one-page sales pitch, you need to provide space for an order form.  It should be well-defined by a line or dotted line around it, and should be large enough for someone to write in the information.  If you plan to send out a complete packet with sales letter and brochure, print up separate order forms.

            Mention the benefit, the product name, and the guarantee.  You might want to use the first person in pushing for the order.  For example, “Yes!  Please rush me my…”  Include the price on the card, perhaps in a manner such as, “I enclose my check for $  .”

            Provide adequate space for the name and address with long lines to write on.  You may also want to place a key if you are using more than one sales appeal.

How to Make Money with Classified Ads - part 5 

PRINTING A BROCHURE

             Preparing a brochure or sales catalog is not as difficult as it may seem.  It doesn’t have to be a glossy, four-color fancy booklet.  You can send out even a one-page description of the product and an appeal for ordering.

             The brochure or sales catalog is the visual representation of your product.  It emphasizes the features rather than the benefits, and goes into detail about the product.  Think about what you’re selling.  What are the best points of sale?  If it’s printed information, what is the format-size, number of pages, hardcover or soft.  Is the author a well-known authority?  How is this a better deal than another of the same subject?

             If you’re selling a product, maybe you’ll need to include the colors available, sizes, or the type of materials.  Or emphasize the clear, easy-to-follow instructions that are included.  When you get stuck, just look at all the other catalogs and compare.  What information is included?  Follow suit.

             The important aspect of a brochure is the use of illustrations.  Again, these don’t need to be series of four-color photographs.  Although photos are very good ways to sell goods, don’t bother to use anything that is less than excellent in quality.  Be careful if you want to use a model.  Remember, you WANT TO SELL.

             An excellent way to illustrate your product is with simple lithe drawings.  Even if you cannot prepare the final artwork, you probably can think of what you want and how to place it on the page.  Local yellow pages, newspaper ads, typesetters and printers are good places to find an artist to do the final work at a reasonable price.

             Once you have a good idea about the size and scope of your brochure, you’re ready for the rough layout.  And this is easy.  Just pretend you’re an artist.  That’s right - you don’t have to draw to do a rough layout.  Pencil in the type for the heading.  You can do a stick figure sketch of a line drawing or indicate the size of the photograph.  Draw lines to indicate the body copy.

             Write out all the words for the brochure in accurate, clean typewritten copy.  Don’t forget anything that will be printed, and don’t misspell anything.   Then take it to a typesetter or printer.  Printers usually can work with you to help choose the type style, size and particulars about the layout.  Or, they may know artists or designers who can help you for a small fee.  They usually work closely with a few typesetters, but you work directly with a typesetter to have the type put into final form.

 ….continue to part 6 on how to make money with classified ads.

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