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STEP 3: REINFORCE YOUR HEADLINE WITH BODY COPY
Keep your body copy brief. Include a few power words to reinforce benefit promoted in your headline. For example, "Quick! Easy! Immediate results guaranteed!" could be used as body copy to reinforce sample headline in Step 2.
End your body copy by telling reader exactly how to respond to your ad. Keep it simple and make it easy. For example, "Call 1-800-123-4567 for FREE information TODAY!"
STEP 4: REVISE AND TEST -- OVER AND OVER AGAIN
Keep trying to increase number of responses from your ad. Test different headlines, different body copy, different media. Test even minor changes in your ad. I've seen ad responses jump dramatically after simply enclosing headline in quotation marks. I've also seen ad responses to a different ad drop after making same change. The only way to know if something works is to test it.
Test only one change at a time or you won't know which change produced new result. Be sure to code each version of your ad so you can track results from it. Whenever a new "test" version of your ad produces better results than your standard version, make it your new standard version. Continual testing enables you to gradually increase response rate and profitability of your little ad. I once built response to a recruiting ad printed on a postcard from 3 percent to over 20 percent this way.
Use this simple four step procedure to create your own small ads. If you already use small ads, apply this procedure to your existing ads to increase their effectiveness and profitability. The results will surprise you.
Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. For more information... Email: BobLeduc@aol.com Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133