When advertising your product or service, honesty is not only legal and ethical path, but also path to highest amount of repeat business.

Many times companies fall into trap of trying to "lure" customers in to their store. They make claims that are technically true but are worded in a way that make them sound better than they actually are. The company may not be consciously trying to deceive their customer, but none less if exactly what is advertised is not delivered customer will feel deceived. This customer is not likely to do business with this company no matter what their advertising offers in future. List benefits of your product factually and deliver what is promised and your customers will keep coming back.

When advertising, it is best to outline benefits of your product or service. Simply naming features that it has may not show what it can actually do for your customer.

Most novice marketers have definite fixed ideas about direct mail that are way off base - most often in area of what to spend and how much to do. You should determine what you are able to spend for your marketing budget, spend it, and determine maximum number of leads that you can create. For instance, I’ve heard this statement quite often: "We aren’t that large of a company. How could we send out 2,000 postcards all at once?" because "What if they all call?" – seems like a valid concern, right?

Here is reality behind it: Unfortunately they won’t all call. However, a good deal of them very well may and making sure that your traffic in is not more than you can handle is something to think about. Truthfully, there is no sure way to tell exactly how many people will call if you haven’t done this type of marketing before. Think of it this way. What would happen if they did all call? You may not be able to handle all of them, but you would handle as many as you possibly could, right?

In this scenario, you would have maximized your income for that time period providing you could close up all those callers! You can also explore idea of expanding your operation to handle number of leads that you can create.

What if you didn’t max out your promotion at very start? You can afford to send out 4,000 pieces every two weeks but you think that you will simply get too many calls to be able to handle them all. You, instead, send out only 2,000 and response is decent. However, you still have some down time where you are having to try to “manufacture” sales.

You saved $400 in marketing money but you had enough down time where you could have closed quite a few more sales than you did. The question now is "Which gives me more money in my pocket? Saving $400 on marketing or closing quite a few more sales and earning an extra couple of G’s potentially.” More than likely answer is to spend as much as you possibly can on your marketing, right?