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Common Advertising MISTAKES

One of the mistakes most often made, is not looking at your productor service announcement from the point of view of your customer.Stand back and look at what you are offering, how can you presentthat service or product in such a way that it will appeal to you. Ifyou are offering a service, why should someone buy it from you,rather than the other 1000 people offering that same service?Sometimes it's a little tough to be objective when looking at yourown ad copy. I look at ad copy everyday and to be honest I'm reallyshocked at some of the things that I see.I'll save space here by not repeating all of them. Rather I willlist a few ways to get your offer, be it newspaper,direct mail or e-mail, thrown in the trash immediately. There may be some things hereyou don't want to hear or believe, but take my word for it thethings I'm listing can make the difference in success and failure.I will talk only about your initial contact advertising, follow upcontact takes a completely different tack. Listed here, notnecessarily in their order of importance, but rather in the order inwhich they can get your message trashed are just a few of thoseMistakes.1. Not addressing your offer to the recipient. (I know, you can'ttake the time to address all that mail)I would say at least 50% ofthe people receiving e-mail not addressed specifically to them, willimmediately hit the delete key. If your offer is so fantastic thatyou can loose 50% of your audience right out of the gate, by allmeans send out mail with your self, both as the sender and therecipient. Or addressed to friend@whatever.com. You get the idea.You will also find this tactic addressed in the anti spamlegislation. ( Note: This does not apply when sending mail to an optin list. )2. Using a vulgar or unrealistic sender address, I'll leave thevulgar to your imagination. As far as the unrealistic,dontmiss@this.com or just4u@me.com again you get the idea. You willalso find this tactic addressed in the anti spam legislation. Forthe sake of ease (math was never my long suit) let's say this tacticlooses you another 10%.3. No Subject or a subject that causes an immediate delete. Now whatcould be a subject that could cause that? Well, how about. EARN AMILLION DOLLARS WITH JUST 1 TIME INVESTMENT OF $20. 00 or anyvariation of that theme. Again you get the idea. Now you may well besaying to yourself, but that's what my program offers. That'swonderful, but in order to get someone interested in that program, adifferent approach is needed. Something like:Income Opportunity 5minutes of your time could be the difference. or:Home businessopportunity! Let's Talk. What can a grandiose subject line cost you,we'll say another 10%.4. The cc: field filled with dozens of addresses or the To: fieldfor that matt

r. If you need to send the same e-mail to more than 1recipient use the bcc: field. If your mail program does not offer abcc: field GET ONE THAT DOES! There are so many reasons for this itwould take another entire article to address all of them. But themain one in my opinion is you do not have the right to advertisethose addresses to the world. It is very bad netiquette. You looseanother 10%5. HTML other than url's. There are many, many people out there thatdon't have the $10,000 set up that you have, and their mail programsDO NOT translate HTML into anything but gibberish. If you want yourmessage to be read, write and send it in plain text. The percentagehere is probably higher but again we'll say 10%.6. Sending e-mail the size of War and Peace. Here again there are anumber of reasons not to do this. Besides the main one, there are alot of people out there that are limited in the amount of spacetheir mail server will allow. Mine (yes, I still maintain one ofthose free addresses) for example is 2000k. When my inbox, savedmail and drafts exceeds that amount my mail STOPS. Not 1 day goes bythat I don't receive at least one 75 to 100k e-mail. 20 of those andI'm out of business. The other important reason, the recipient justwon't take the time to read a book in there e-mail. A message ofthat length needs to be on a web page. Opp's we lost another 10%Ok, let's examine what happens when we make all those mistakes insending out 1000 of our e-mail ad's. Right off the bat we loose 50%by not addressing our offer to the recipient. That reduces ourmailing to 500. We loose another 10% for our return address. Weredown to 400. 10% more for no subject, now were at 300. We decided toadvertise those addresses our up-line sent us to the whole world andlost another 10%. Now were down to 200. Our new e-mail program isreally neat and we put flowers and red, white, and blue stripes onour outgoing messages, now were down to 100. We had such a greatstory to tell and we were just so excited about all the neat stuffwe spent 2 whole hours writing down every detail. You just lost yourlast 100 potential customers.Granted, I have never received a single e-mail that contained all ofthose mistakes, but it only takes 1 or 2 to significantly reduceyour response rate. You can't afford to let all your efforts andhard work go to waste by making these easily correctable mistakes."Your Success Is Our Success" jbp About the Author
[ jim Peters is Manager of HREF="http://NetServeInt.com">NSI "SOLUTIONS". NSIspecializes in custom website design,promotion, maintenance, HREF="http://registeryourdomainforless.com">domainregistration ,sitehosting ,site and graphic design, as well as e-commercepackages for small to medium sized companies. In other words"SOLUTIONS".]

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