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eg. "At xyz company we have a widget that does this that and other so you ..."
9. Show them proof by giving specific results, mentioning testimonials and mentioning a guarantee. This dissolves scepticsim and therefore lowers barriers to doing business with you.
10. Articulate your "point of difference" ... what sets you apart from your competitors. Shout it from rooftops. Eg. delivered in 30 minutes or it’s FREE.
11. Offer free information, such as an information pack or catalogue. Describe that free information and why it is so useful.
Give it an interesting title, such as ‘56 ways to increase your wealth using just $56’.
11. Tell them to act by making an offer and stressing urgency. Simply ask them to ring, fax, or write to post an order. Make it a limited offer. eg.
"Offer ends April 4, 2001 so call now".
12. Include your address in last paragraph of copy, beneath your logo, and in your response device, in and easy to read font.
13. Include a toll-free number in extra large type in your ad.
14. Use a coupon or response device, it increases responses by 25% to 100%.
15.Give plenty of room for readers to fill out coupon details and give it a headline like "Yes, I'd like to learn how to cut my mortgage interest bill in half."
16. Give lots of options in your response device. These may include getting a report, a free consultation, a phone call from a salesperson etc.
17. Put a dashed or cut along dotted line border on an ad less than ¼ page. It gives a coupon-like appearance and makes people cut it out and keep it. You can even say "cut out this ad and send it to us for more information."
18. A reply paid device can double your responses because it makes it that much easier for people to respond.
19. Put in a reference number to make testing and measuring easier. Have reader made aware they should quote reference number when they call.
20. The layout must be (first and foremost) easy to read. "Serif" (Times New Roman) typefaces are easier to read than "sans serif" (Arial).
21.Look at ads that have worked best for you to see if you can distinguish a common theme in them.
Kris Mills of Words that Sell ( http://www.wordsthatsell.com.au )is a top selling copywriterand respected author of numerous publications. For more copywriting and direct marketing tips, visit http://www.synergie.com.au/explosion.htm