25 "Silly" (But True!) Advertisement "Rules" That can help you improve your sales
The field of advertising is traditionally known as a paradise for “creative types.” And those guys often come up with some pretty creative “rules” for doing business. Some of the rules may seem pretty silly, but they work. And there’s nothing silly about that.
The following are “25 Silly (But True!) Advertising Rules That Can Help You Improve Your Sales.”
1) If you have included a list of things in your copy, you should use an odd number: 3, 5, 7, etc. Just like when you hang pictures on a wall, asymmetry draws attention.
2) When you’re mailing (the “old fashioned” way), a first-class stamp will outperform metered or wholesale mail, especially when sent in a typical, #10, business-style envelope. The letter is more likely to be opened when it has the appearance of “legitimate” mail.
3) Certain colors are more effective, or have a certain type of impact, on customers. Red suggests action and immediacy. Yellow can have the same effect. Blue and green are “calm” colors: effective in a company brochure where you want to establish an image, not so effective when you’re looking for action or response.
4) When pricing your products, don’t round numbers. Studies continue to show that consumers respond better to a price like $19.98, for example, than to $20.00.
5) Always include a “PD” in a sales letter, even in a mass email. Why? Next to the title/subject, it is the most widely read and an opportunity to restate your offer in clear and compelling terms.
6) Include three options on any response vehicle: “yes”, “no” and “maybe”. Or some variation of it. “Maybe” answers help you identify future prospects. In addition, the multiple options to increase orders have been shown. An additional benefit? If you’re using a rented list, even responses marketed as “no” or “maybe” can be added to your own database for future prospecting.
7) If you print an image, include a caption. A picture can be worth “1000 words” but it helps to add ten to twenty of your own! Tie the headline to your sales message.
8) Avoid humor. Humor is very personal: what one person thinks is funny, another may not. When you use humor, you also risk offending someone; usually not worth the risk.
9) Never use sans serif type (the font without the “feet”) for body text. It’s harder to read. Serifs help draw attention naturally through copy.
10) Do not try to sell more than one thing at a time. The less complicated your offer, the more likely a prospect will make a “yes” decision. Asking the prospect to choose from too many options creates confusion and can result in a “no decision” decision.
11) The phrase “free gift” may be redundant, but it works. “Free” is undoubtedly the most powerful word in the copywriter’s arsenal. Try it.
12) A large or irregularly shaped direct mail piece will get results. It stands out from the rest of the mail and cries out to be “watched”. Even better, a voluminous three-dimensional envelope. Prospects can’t help but open a package that obviously has “something in it.”
13) When you are writing a headline, always include the word “you”. Helps answer the number one customer question of “what’s in it for me?”
14) Do you trade through a “non-profit” business? Take care of your packaging. A package, direct mail piece, or web design that seems too “expensive” can put off potential customers. The same is true when promoting sale or reduced-price items. Your design/approach should align with your brand.
15) Tell customers what to do specifically. Provide step-by-step instructions for your customers. You will not be “insulting”, you will be useful. Customers are busy people. The more direct guidance you can provide them, the more likely you are to receive a response.
16) Be careful when asking questions in your headlines/issues. If the customer can answer the question “no,” they probably won’t read any further. For example, “Wouldn’t you like to learn about 150 ways to make a meatloaf?” A client could easily answer, “no,” and throw your piece in the circular or spam file.
17) When sending “traditional” direct mail, letter items, “window” envelopes, where the name and address are shown in a clear glass window, closed and open envelopes.
18) If you are sending first class mail, write “first class” on the envelope. Emphasize the importance of what’s inside.
19) Set a “deadline” for the response. “Place your order before January 1 to take advantage of this offer.” A deadline creates a sense of urgency and gives the impression that if the customer doesn’t order now, they may not get another chance. Make sure your internal order entry staff understands that “deadline” is in name only; You don’t want orders that are “late” to be rejected.
20) Pre-address your order form with not only your address, but also the customer’s name and address. Anything you can do to make the order easier will increase your response.
21) Speaking of which… when ordering online, make sure you ask an “outsider” to walk you through the online ordering process. Anything that causes a prospect to “pause,” back off, or create frustration can spell a lost sale. The beauty of online advertising is its measurability. Be sure to understand and use! – your analyzes to continuously improve.
22) Do not use all capital letters in titles, or use them excessively in the body of the text. It might make a bold impression, but it’s too hard to read (and, in the digital world, it’s considered “screaming”).
23) If you market through a catalog, put a price tag on that catalog. It creates a sense of “value” for the customer who receives a “free” one in the mail or is given one by one of your sales people.
24) Always use names with testimonials. If possible, include a company name and a city. The last? Includes a photograph. The more you can do to make the testimonial giver “real” to your prospects, the more impact the testimonial will have.
25) Your best customers are your best customers. Silly, but true. The people who have bought from you in the past are the people who are most likely to buy from you in the future. Never forget.