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In your sales letters, you must wait until end to reveal price and ordering instructions. This puts them in proper frame of mind to buy because you would have given all benefits and particulars your prospect needs prior to asking for order.
If your offer includes a brochure and an order form, separate them from letter. This strategy will increase response. If youíre using direct mail, put brochure and order form in a sealed envelope. On outside of envelope, print following: "Please donít open until you have read my letter." If your sales letter is online, include a link to a separate order page.
Magic Technique #4 -- Typefaces are important
In direct mail, headlines should be in Times-Roman font, serif, or sans serif typefaces. The body copy should always be Times Roman. Reason? On written page, itís easy to read. Never use a sans serif typeface in body copy.
On websites, sans serif typefaces such as Arial and Verdana seem to work best because they are more inviting to read in a sea of cyber-clutter.
Strive for an editorial look. The ad should appear similar to an article in publication in which your ads will run. I call this format an "advertorial." Five times as many people read editorials than messages that scream out, "Iím an ad!" If an advertorial is prepared in a way that lends credibility, it can pull up to 500% more in sales!
Magic Technique #5 -- Pricing your product
Here is a really powerful tip that will increase your profits. You may have noticed that price of my books and tapes ends in 7. There is a good reason for this. Remarkably, with same copy and offer for any given product, I have proven time and again through testing that you can increase sales simply by changing price to one ending in number 7.
Recently at a seminar wherein I spoke, my co- speaker, Gil Good (in charge of promotions for The Wall Street Journal for many years), discussed that subscription offers ending in 7 out-pulled all others. At my last seminar, an attendee, a biblical scholar, pointed out number seven was often used in Bible. Remember phrase, "70 X 7"? Seven may be a number that is truly blessed! The most effective magazine subscription offer, made many years ago, was by Life Magazine Ė and its price was $7.77.
Test price this way: If your current price is $19.95, try $19.97. If you now sell at $69, test $67 or $77; or if your price is $99, try $97, etc.!
Ted Nicholas, widely recognized as one of the greatest direct marketing wizards of all time, is best known for having earned 24.5 million dollars on the sale of a single book which was primarily sold through direct mail.