Don’t confuse your customers

You must be very clear as to how much your customer is going to pay, don’t confuse them, a confused customer won’t buy!

If your product costs £20 plus £5 postage and packing then your order form should say:-

"I enclose a cheque/P.O. for £25 (£20 plus £5 p&p) made payable to Joe Bloggs"

If you do not P&P then you should state this in on your order form:-

"I enclose a cheque/P.O. for £25 (price includes p&p) made payable to Joe Bloggs"

It is common practise to inflate p&p price in order to deflate product price, don’t go over top though.

Whenever you see word ‘handling’, as in ‘post, packing and handling’, you know that you are seeing an inflated p&p figure. The word ‘handling’ can be used to justify any amount of expense if someone queries fact they have been charged £8 p&p and when they get product it’s got a 50 pence stamp on it.

Rule Five - The Guarantee You’re selling a quality product, right? There shouldn’t be any reason why customer will be unhappy with your product, is there? So you should be able to offer customers a full, no questions asked, money back guarantee.

Don’t put any conditions on your guarantee, i.e., “if you’re not 100% happy with your product, just return it with it’s original packaging for a full refund”, with a guarantee like that customer will think, “Oh, I see, if I actually take it out of wrapping they won’t refund my money! sneaky !#@&*!”. Keep it simple and put a time limit on your guarantee:-

“If you’re not totally satisfied with book Go To Work In Your UNDERPANTS! simply return it within 30 days of receipt for a full refund.”

Rule Six - Typefaces & Graphics The purpose of your ad is to get readers attention, there’s no need for fancy typefaces, colours or images (unless it’s a picture of your product).

Make it easy for customer to read, there’s no need to give them a headache or eye strain when they read your advert.

Rule Seven - Always ‘Close’ The Sale Anyone who’s had any kind of training in sales will be able to tell you importance of closing a sale which is basically a quick run down of benefits of your product and then asking for order.

No matter how good your advert is, if you don’t close sale at end of your advert, that’s another potential customer lost! You must evoke some kind of buying action, make them see that they’ve got nothing to lose by just trying your fantastic product, get that order! i.e.:-

"Order your copy of Go To Work In Your Underpants TODAY and try it out for 3 whole months, if secrets of Internet success outlined in this incredible book don’t work for you just simply return it for a FULL, no questions asked, refund."

Rule Eight - Make It Easy To Order Offer as many different ways for them to pay as you can, cheque, postal order, credit card, egold, or paypal etc.

Try and offer a FREEPOST address for them to send money, it’s bad enough trying to find an envelope in most households, never mind a stamp.

Make sure it’s clear EXACTLY how much they have to pay for your product, including postage and packing, i.e.:-

"I enclose a cheque/P.O. (Includes postage and packing) for £14.99 made payable to..."

Don’t expect people to calculate it for themselves.

If you don’t have a coupon or order form on your advert, let them know they don’t have to write you a letter explaining why they’ve sent you a cheque in first place. For a no coupon advert you would write something like:-

"To order your book, write your NAME and ADDRESS on a piece of paper, enclose a cheque/P.O. for £14.99 (includes postage and packing) and send it to Joe Bloggs FREEPOST, 14 Anystreet, Sometown, England."

Rule Nine - Know Your Target Audience & Market It’s very important that you know who your target audience is and that you craft your adverts accordingly.

Don’t use long words that most people wouldn’t know meaning of, keep your sentences short, simple, and to point.

How would your product benefit your target audience? Why should they buy your product? What are it’s key features?

Never talk about ‘you’ in your adverts, customer only cares about ‘themselves’ and how your product will enhance THEIR lives.

OK that concludes rules for crafting order pulling adverts, you may not be able to sell ice to Eskimos, but you’ll at least have a better chance than most!