Our Itemized Checklist For Direct Response Advertising
Before submitting your advertising to the newspaper, make sure it does most or all of the following:
- It must have a compelling headline
- It should evoke an immediate response, action, visit, call, or purchasing decision.
- It should overcome sales objections.
- It should focus on benefits, not features.
- It should answer all major questions.
- It should promise performance or results.
- It should back up the promise with a risk-free warranty or money-back guarantee.
- It should be keyed in such a way that you can analyze the value, profitability, and performance.
- It must have your contact information.
- It should acknowledge the person as being valuable,
- It should be personally written, and written as if one person only was reading it,
- It should begin with the results the person should expect,
- It should explain to the person your reason why he or she should get those results,
- It should give the person some background,
- It should give the person some detail,
- It should prove any claims you make in a way the person can embrace,
- It should tell the person what he or she should expect in terms of improvement or results,
- It should remind the person why he or she should choose to at least learn more,
- It should show the person how he or she can try it out without risk,
- It should assure the person that if he or she is not comfortable taking action now, as a courtesy you will follow-up on the telephone just to make sure that they understand, to answer any questions, and to give them a chance to take advantage without fear, risk or obligation.
- Various alternatives of ads should be tested in small samples before the best ad is green lighted. If a limited test of 200 ad spots makes you money, then authorizing an additional 2,000 spots should make you 10 times as much. But test first.