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© 1998 Jason Cannon
These are updated weekly, sometimes more often, so check back to get the latest tips and tricks. We always welcome your tips. If you feel kind enough to share you expertise, you can submit your tip at the bottom of this page. Thanks, and enjoy!
Headlines are extremely important in advertising! They carry the majority of the impact of an ad. Use it to encourage the reader to read the rest of the ad by getting their attention or promising a benefit.
Turn the features of your product or service into benefits. Here's a simple example... Feature: Padding. Benefit: You'll enjoy the luxurious comfort and support of the specially designed padding... You'll feel a great sense of relaxation and tranquility... etc.. etc...
The secret of mail order is the offer. The sales letter makes the money, not the product. No matter how good your product is, no one will buy it if they don't know about it. Or if the ad copy doesn't close the sale. The offer is truly what sells any product or service. That's what drives the money in mail order.
For long term profits you'll need a "back end." It's an absolute must, my friend. You'll see this done by the "big" mail order guys. They'll sell you a $40 ("can't say no to") course as a "front end" and "back end" you with a $200 - $400 course. Sometimes the "masters" will even "double back end" you! Like that "exclusive" seminar for only those "special" people that ordered the $400 course.... And at a price of $4,995. Why so much? It's far cheaper to keep selling to the same customer than it is to find new ones. And the customer is "biased." He's already bought the product. The other products are surely as good... right? Moral of the story... Success in mail order is determined by repeat customers. Period.
To become financially successful, you need to multiply yourself. Advertising can work for you 24 hours a day, 7 days a week. And advertising can take many forms. Sales letters, classified ads, post cards, etc. It's salesmanship multiplied. Get these "machines" to do the work for you. Leverage your time, energy, effort, and money the way many millionaires do.
The "P.S." in a sales letter almost always gets read. Many times it's one of the first things a reader looks at. Use the "P.S." to your advantage by restating the main benefit, reinforcing the guarantee, or reminding the reader about the "free" and valuable bonuses.
