How and Where To Advertise:
A Study in Marketing and Advertising
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Everybody seemingly has an idea for a product, a service, or a "how-to" manual of some kind. Many people spend half their lives perfecting a product, learning how to perform a special service, or writing a book; only to end up penniless and heartbroken because "no one beats a path to their door" to buy whatever it is they're trying to sell. In most cases, it's a matter of whether you want to "go down in history" as just another inventor, hard-worker, or author, or whether you want to sell a product and enjoy the rewards.
Always do some basic common sense product analysis and market research before you begin building, learning, or putting together something you want other people to buy. The same kind of "research" will save you time, frustration, and money if you apply those principles to every selling opportunity that arouses your interest.
Make up a check list of questions that must be answered before you embark upon any project or get too deeply involved in any selling situation. Such a check list should answer the following questions:
1) Who will I sell it to?
Once you've answered these questions - completed this bit of basic product analysis and market research - then you can start planning exactly how you intend to sell your product and map out your advertising strategy from there. You'll find success in any selling effort much easier and much more profitable if you honestly and objectively answer these check list questions before you begin.
It's absolutely imperative that you analyze the product and profile your prospective customer. Analyze the salability of your product and the demand for such a product by the people you think will buy. One other thing, don't ever overlook or underestimate your real and/or imagined competition.
When people neglect to analyze the product and answer the
basic market research questions, they're almost certainly doomed
to failure. These are precisely the reasons for failure among
people who attempt to start a mail order business. We get literally
"tons of mail order offers" for products that are losers;
even offers from people trying
When Sears and Roebuck sends out a new catalog or sales circular, do you "really" think they send one to Montgomery Ward? Another thing, the "we're all friends and in the same business, so you buy from me and I'll buy from you" philosophy may keep you busy and your mailbox full, but it'll never result in profits on your bookkeeping sheet. Advertise in the media that reaches your buyers, and send your direct mail materials to people most likely to buy - not to sellers!
Remember, your first task is to determine who are your most
likely customers, and then design your advertising campaign to
reach those specific people. Generally, you wouldn't try to sell
pantyhose with an ad in a car care magazine, or socket wrenches
with an ad in a magazine for brides-to-be. In other words, design
I do not recommend that you begin or attempt to launch your business via direct mail, but when the time comes for you to expand into direct mail be discriminate. Select targeted mailing lists for your type of customer: Do-it-yourselfers for shop tools; cosmetics buyers for jewelry and self-adornment merchandise; how-to book buyers for your crafts, hobbies, and self-improvement books; opportunity seekers for business start-up manuals; and proven advertisers for your publications.
Targeted advertising is where many mail order entrepreneurs go wrong, and is definitely the fallacy of advertising in the Mail Order ad sheets. Analyzing the type of people a publication reaches, the loyalty as well as true interests of a publication's readers, then determining whether or not they'll respond to your ad is easy if you will just ask yourself a few common-sense questions.
Mail Order Ad Sheets: These reach beginning and small mail order dealers. Their appeal is largely egotistical, the advertisers wanting to see his/her name or ad in print. Such publications are read by other mail order dealers to see who is advertising, what's being advertised, and for the accumulation or compiling of mailing lists. There is very little response from the readership of such publications since they are looking not for things to buy, but for shortcuts to more profits.Mail Order Tab Sheets:
These reach basically the same audience as the Mail Order
Ad Sheets. Generally Tab Sheets are more appealing because of
the "instructional" articles and greater space devoted
to mentioning who's doing what, the number of names in print,
Mail Order Dealer Catalogs: Reaching the mail order dealers
plus a very large segment of specific buyers, these catalogs
generally relate to the overall kind of merchandise offered within
the catalog. Unless there are "business-building" articles
the recipients may toss them aside after a quick glance, although
many distributors will retain and refer to the catalog throughout
its life. These are very good showcases for your dealer/distributor
ads, and if it's an "established" merchandise catalog
of the kind of product you're selling, these catalogs can be
very good advertising outlets for
Remember: The bottom line is in knowing your type of buyer,
presenting your product or opportunity in a style that especially
appeals to that type of buyer, and then placing your ad in a
publication aimed at this readership. Cooking magazines for recipes;
mechanical oppor- tunities in the mechanics magazines; self-improvement
books and merchandise in general interest publications; and income
opportunities in the
Besides matching the profile of your customer with the demographics of the publication, it's also important that you match your selling prices within the average price range of everything else offered in that publication. Running an ad to sell a book at $65 in a publication featuring $20 books, probably won't pull for you. By the same token, any ads attempting to promote inexpensive reports in a magazine selling $50 books probably won't bring very many responses for you either.
Assuming that you "know" your typical customer and
the best media
FREE RAGS TO RICHES MAIL ORDER OPPORTUNITY guide! Send your
name, address, zip code two first class stamps to RAGS TO RICHES,
Box 10000, Anytown, USA. In response to all the takers of this
Free Offer include the complete
Utilize a small, inexpensive classified ad offering a "most
wanted" leader item followed up with a dynamic sales letter,
and your success is virtually guaranteed! As a means to an end,
particularly if you're wanting to enlist people to sell your
product for you, start an ad sheet. Run exchange ads with every
ad sheet publisher in the country - there are literally thousands
of them (a list of mail order publishers Report #3709, is available
from the dealer who sold you this report). However, instead of
running ads to promote your ad sheet, run your "leader item"
offer and follow up with your sales letter on your primary product.
From this you'll get fantastic FREE exposure, inquiries from
people you can actually sell to, and the virtual "no-cost"
establishment of a nationwide salesforce to promote your business.
Finally comes the moment of truth. Do you have what it takes? The ability to go on studying, learning, and adapting? The dedication and the stamina to last it through to the kind of success you want? It's important that you do your homework on product analysis and market research. The rest is merely common sense. You've got it, now use it! It certainly won't be easy. There's work ahead and lots of study required, but you CAN do it, and the end result will be well worth the investment. After all, what have you got to lose but a try at total success? From here on out, the ball is now in your court. Go for it!
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