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VII
GETTING DOWN TO BUSINESS!

1. Writing Classified Ads -

When writing your classifieds, keep in mind that your goal is to get interested people to identify themselves to you. You don’t want to try to sell your product with the classified ads. People are not likely to pay more than a few dollars for something, unless they have a lot of information about it. Your classifieds should be brief, yet powerful. You simply want interested parties to contact you, so you can send them more detailed information. This popular and very effective approach is known as “two step marketing.”

Here’s a good classified ad that utilizes the two step marketing strategy and works very nicely for an information product:

This ad has all the key components of a great classified ad. First, there’s the eye-catching headline. Then, the first sentence gives a sense of urgency that people respond to. The next sentence tells them what they stand to gain if they respond. And the last sentence tells them exactly how to get more information.

2. Writing Your Sales Literature

To me, this is the fun part of the business. Creating good sales literature is more of an art form than anything else. You need to be able to change your mindset to that of the consumer. Keep this in mind as you create your sales letter. Remember, above all, your sales literature should be short and to the point. Here are a few guidelines to follow to get you started

There are many key ingredients in a good sales letter. First and foremost, you must state clearly exactly how your prospective customer would benefit from purchasing your product. In essence, tell them why they should purchase your product. Tell them how it could change their life for the better!

Additionally, it is important to tell the customer exactly what they will be buying. Tell them that this is exactly what they are buying. It is important not to mislead people into thinking they are getting something different than they are getting.

Next, be sure to tell them exactly how much the product costs. Include reasonable charges for shipping, if necessary, but don’t overcharge your customer.

THE GUARANTEE

Another important component in your sales literature is the guarantee. I highly recommend you offer some form of guarantee with every product you well. The guarantee must be clear and concise as to its length and terms. Not only does a guarantee tell a prospective buyer that you are a reputable company, it will also increase your sales.

“PERCEIVED VALUE”

One thing about your sales literature that is very important is pricing of your product. You must understand the importance of “perceived value,” where the customer feels they are getting their money’s worth. In order to have any success at all, you must consider the pricing of your product very carefully. It is important to find the price that ideally suits your product. In order to do this, it may be necessary for you to do a little experimenting with your prices. It is a good idea to offer your product at a few different prices and constantly monitor what prices are most effective. You may find that something that sells well at sixteen dollars may not sell nearly as well at twenty dollars.

PAYMENT

One more pricing issue that I would like to touch on is method of payment. Many mail-order companies deal strictly with cash, money orders, and checks. This is the preferred method of payment by most customers as