FACTS ABOUT ADVERTISING IN MAGAZINES

Successful mail order dealers realise that there are two very distinct groups of publications in which to place advertising for maximum results. The first group includes newspapers and magazines designed to fill the needs, wants and interests of the 'General Public'. These 'National' publications can be found on news stands across the Nation. The second group is what is called 'Trade' publications. This consists of dozens of mail order magazines, ad sheets etc. Contrary to what some publishers of these 'Trades' claim, very few copies ever get into the hands of the General Public. Over 90% of the readers are mail order dealers or those thinking of entering mail order.

Whilst an advert placed in one of the 'Nationals' may bring in astronomical results, the identical advert may fall flat when inserted in a 'Trade' publication. Likewise, an advert that has sensational pulling power in one of the 'Trades', may get little or no response when it appears in a 'National'. As with any other profession, most mail order dealers are interested in what is happening in their own field plus they may also read 'Nationals'. However, the general public reads 'Nationals' but about 99% have very little interest in the 'internal' affairs of mail order. They couldn't care less. This is very important to remember when placing ANY advert.

Readers of mail order publications are interested in two basic needs. Firstly, how they can build up their business and increase profits. Secondly, ways of saving money. Unless what you have to offer falls into either of these two categories, adverts placed in 'Trades' are a waste of money. With so many 'Trades' to choose from, the logical question is,'Where will an advert get the best results?' There is no 100% accurate answer. It is a matter of 'testing'. When selecting a publication to place an advert in for the first time, check the names of the advertisers appearing in each publication. If some of the better known names in mail order are represented, then you can be assured that it is a good publication to try. Most of these veterans know what they are doing and make certain that their advertising budget is wisely spent. So, follow the leaders.

Next, check the amount of 'filer' copy that appears in the publication. If more space is devoted to articles than to advertising, it is very possible that the publication is floundering. Remember, it is the adverts and NOT the articles that support any publication. Lack of adverts means that the publication does not have many advertisers. Lack of advertisers generally signifies that others have tried advertising in the publication and were disappointed with the results. They would then naturally stop advertising. However if you enjoy the articles and find them informative, it is much wiser to pay a small fee for a subscription and forget about advertising in them.

A second warning signal of where NOT to advertise is by the amount of space a publisher devotes to his own offers. Obviously, any publisher would rather fill their publications with adverts of cash-paying customers but if dealers are reluctant to buy space due to poor response from previous adverts, the publisher has no alternative but to fill up the pages with his own offers. Otherwise many of the pages would be blank.

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DO YOU BELIEVE IN MAGIC?

Do you still believe in magic? Do you think you can pay $24.95 for a mail order program and make $5,000 within 30 days? Do you think you can open a business today and quit your job in 2 weeks? Do you think you can advertise a 1" ad to 1,000 and expect 800 orders? It's sad that our push-button, do-everything-for-you-society has taken away our ability to climb to the top of the hill. Those of us who do have the stamina have to try twice as hard to "prove" we are not those other types of people.

Let's all stop pretending we're in business and start learning how to make it grow into a thriving, honest and reputable company. It is sometimes hard to be completely honest in everything we do. We could tell a "little white lie" and get that $120 bucks we so desperately need right now. Oh, what we have to give up to be honest. I never lived in the 1800's but I have studied their life-styles quiet extensively. Back then _ people were not afraid of hard work. In fact, it never entered their minds to be lazy. If someone in the community was lazy, they were considered abnormal and were given a bad name. Even as late as the 1940's, a man that didn't work to support his family was considered to be piece of "trash."

But in the 1990's it seems that the man who doesn't work, lives on welfare and sponges off his wife who works two jobs to make ends meet is considered "cool." The State agencies spent millions of dollars trying to motive him to go out and find a job and work like he is supposed to. Employers sometimes contribute to the madness also. Since hard working people are considered "strange" and "indifferent" in today's society, an employer will take a hard worker and pile all the work on them that other people should be sharing in doing. It sometimes feels like hard working people are fighting a losing battle.

But getting something for nothing is NEVER rewarding. Sure _ you can cheat the welfare system and get free benefits for awhile, but pretty soon they will track you down. Sure _ you can sit on the couch and watch television while your spouse goes out and works 2 jobs, but you'll never have any true financial rewards in life. Sure _ you can work 8 hours and spend 6 hours on coffee breaks just to get a paycheck every Friday, but you'll be the first to go when a lay-off is administered. Sure _ you can forge credit cards, set up scams, write bad checks and steal innocent people's money, but you won't get anywhere. You only are taking care of your needs at the present time _ never building security, pride and respect for yourself. But hard work pays off. The rewards are not immediate like they would be if you robbed a bank tonight, but you WILL make lots more money and benefit yourself in the long-haul.

Money is NOT everything. Money cannot buy respect and love. A poor person running a business, who is honest has peace of mind. A person who works hard and long hours to give their customers high-quality receives repeat orders. And when word gets around that you're honest and trustworthy - people start noticing you and telling others about you. Respect is much more important than money because of the repeat rewards it brings you. For instance - when you think of Howard Hughes you don't think of him with respect. Even though he had billions of dollars, does anybody really care now? But think about Martin Luther King or Thomas Edison. Think about some heros you know.

Does it matter to you how much money they had? Don't you remember them for the hard work and great things they accomplished? Isn't contributing to society and the betterment of mankind much more valuable than the money you have in your bank account? Take pride in yourself. Hold your head up and do an honest day's work. Yes - being honest has great rewards.

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EASY WAYS TO GET FREE ADVERTISING

Place copies of your circular on bulletin boards throughout your community such as in coin-operated laundries, grocery stores, barber shops etc. Concentrate on Fridays and Saturdays when shopping increases. Check with local newspapers. Before going to press, many smaller newspapers have space left that needs filling. Your advert may just be the right size to occupy the unfilled space and they may well agree to run your advert for free.

Place your circulars on the windscreens of parked cars. Youngsters will be happy to do this for a few pence. Check first with your Local Council or car park operator to see if this is permitted as regulations do differ quite considerably from one place to another.

Leave sales literature on doorsteps of homes and businesses in your area. Do this on weekends in residential areas and weekdays for businesses. Have your best pulling 1" and 2" adverts made onto a rubber stamp. Then stamp it on envelopes of all your outgoing mail. When you have envelopes printed with your return address, have them also print your best advert directly beneath your address. It costs nothing additional to have this advert printed on the front of your envelopes. Check with the Post Office before doing this as they do have certain restrictions which vary from time to time.

Take advantage of advertising 'specials'. Many publishers offer adverts on a three for the price of two basis. Use the free advert and pocket the difference. In your adverts, always request an S.A.E. then insert some of your other offers in the outgoing mail. This is the same as getting free advertising. Never miss an opportunity to get your offers out to your potential customers - particularly if you can save money at the same time.

Become a 'Mailer'. Get your Printer's lowest price for printing circulars on both sides of the sheet. Contact other dealers and state that you will print and mail their circulars for this price 'with no conflicting adverts on the back'. Then print your circulars on the reverse side and distribute them with your outgoing mail. There is no extra cost for postage or envelopes and your side of the circular is paid for by your customer.

Offer free commission on circulars. Print one of your regular offers on one side, a small commission offer on the reverse and leave space where the mailer can rubber stamp his or her own name and address. Your offer then gets a free ride. If you use a postage meter machine, use the space directly to the left of the stamp imprint for placing a small advert. This way you get a FREE message to your potential customer.

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SURVIVAL TIPS FOR SMALL BUSINESSES

You may be in Mail Order, Direct Mail, or you may be a local merchant with 150 employees; whichever, however or whatever - you've got to know how to keep your business alive during economic recessions. Anytime the cash flow in a business, large or small, starts to tighten up, the money management of that business has to be run as a "tight ship." Some of the things you can and should do include protecting yourself from expenditures made on sudden impulse. We've all bought merchandise or services we really didn't need simply because we were in the mood, or perhaps in response to the flamboyancy of the advertising or the persuasiveness of the salesperson. Then we sort of "wake up" a couple of days later and find that we've committed hundreds of dollars of business funds for an item or service that's not essential to the success of our own business, when really pressing items had been waiting for those dollars.

If you are incorporated, you can eliminate these "impulse purchases chases" by including in your by-laws a clause that states: "All purchasing decisions over (a certain amount) are contingent upon approval by the board of directors." This will force you to consider any "impulse purchases" of considerable cost, and may even be a reminder in the case of smaller purchases.

If your business is a partnership, you can state, when faced with a buying decision, that all purchases are contingent upon the approval of a third party. In reality, the third party can be your partner, one of your department heads, or even one of your suppliers. If your business is a sole proprietorship, you don't have much to worry about really, because as an individual you have three days to think about your purchase, and then to nullify that purchase if you think you don't really need it or can't afford it.

While you may think you cannot afford it, be sure that you don't "short-change" your self on professional services. This would apply especially during a time of emergency. Anytime you commit yourself and move ahead without completely investigating all the angles, and preparing yourself for all the contingencies that may arise, you're skating on thin ice. Regardless of the costs involved, it always pays off in the long run to seek out the advice of experienced professionals before embarking on a plan that could ruin you.

As an example, an experienced business consultant can fill you in on the 1244 stock advantages. Getting eligibility for the 1244 stock category is a very simple process, but one with tremendous benefits to your business. The 1244 status encourages investors to put equity capital into your business because in the event of a loss, amounts up to the entire sum of the investment can be written off in the current year. Without the "1244" classification, any losses would have to be spread over several years, and this, of course, would greatly lessen the attractiveness of your company's stock. Any business owner who has not filed the 1244 corporation has in effect cut himself off from 90 percent of his prospective investors.

Particularly when sales are down, you must be "hard-nosed" with people trying to sell you luxuries for your business. When business is booming, you undoubtedly will allow sales people to show you new models of equipment or a new line of supplies; but when your business is down, skip the entertaining frills and concentrate on the basics. Great care must be taken however, to maintain courtesy and allow these sellers to consider you a friend and call back at another time. Your company's books should reflect your way of thinking, and whoever maintains them should generate information according to your policies. Thus, you should hire an outside accountant or accounting firm to figure your return on your investment, as well as the turnover on your accounts receivable and inventory. Such an audit or survey should focus in depth on any or every item within your financial statement that merits special attention. In this way, you'll probably uncover any potential financial problems before they become readily apparent, and certainly before they could get out of hand.

Many small companies set up advisory boards of outside professional people. These are sometimes known as Power Circles and once in place, the business always benefits, especially in times of short operating capital. Such an advisory board or power circle should include an attorney, a certified public accountant, civic club leaders, owners or managers of businesses similar to yours, and retired executives. Setting up such an advisory board of directors is really quite easy, because most people you ask will be honored to serve.

Once your board is set up, you should meet about once a month and present material for review. Each meeting should be a discussion of your business problems and an input from your advisors relative to possible solutions. These members of your board of advisors should offer you advice as well as alternatives, and provide you with objectivity. No formal decisions need to be made either at your board meeting, or as a result of them, but you should be able to gain a great deal from the suggestions you hear.

You will find that most of your customers have the money to pay at least some of what they owe you immediately. To keep them current, and the number of accounts receivable in your files to a minimum, you should call them on the phone and ask for some kind of explanation why they're falling behind. If you develop such a habit as part of your operating procedure, you'll find your invoices will magically be drawn to the front of their piles of bills to pay. While maintaining a courteous attitude, don't be hesitant, or too much of a "nice guy" when it comes to collecting money.

Something else that's a very good business practice, but which few business owners do is to methodically build a credit rating with their local banks. Particularly when you have a good cash flow, you should borrow $100 to $1,000 from your banks every 90 days or so. Simply borrow the money, and place it in an interest bearing account, and then pay it all back at least a month or so before it's due. By doing this, you will in crease the borrowing power of your signature, and strengthen your ability to obtain needed financing on short notice. This is a kind of business leverage that will be of great value to you if or whenever your cash position becomes less favorable.

By all means, join your industry's local and national trade associations. Most of these organizations have a wealth of information available on everything from details on your competitors to average industry sales figures, new products, services, and trends. If you are given a membership certificate or wall plaque, you should display these conspicuously on you office wall. Customers like to see such "seals of approval" and feel additional confidence in your business when they see them.

Still another thing often overlooked: If at all possible, you should have your spouse work in the business with you for at least three or four weeks per year. The important thing is that if for any reason you are not available to run the business, your spouse will be familiar with certain people and situations about your business. These people should include your attorney, accountant, any consultants or advisors, creditors and your major suppliers. The long-term advantages of having your spouse work four weeks per year in your business with you will greatly outweigh the short-term inconvenience. Many couples share responsibility and time entirely, which is in most cases even more desirable.

Whenever you can, and as often as you need it, take advantage of whatever free business counseling is available. The Small Business Administration published many excellent booklets, checklists and brochures on quite a large variety of businesses. These publications are available through the U.S. Government Printing Office. Most local universities, and many private organizations hold seminars at minimal cost, and often without charge. You should also take advantage of the service s offered by your bank and local library.

The important thing about running a small business is to know the direction in which you're heading; to know on a day-to-day basis your progress in that very direction; to be aware of what your competitors are doing and to practice good money management at all times. All this will prepare you to recognize potential problems before they arise. In order to survive with a small business, regardless of the economic climate, it is essential to surround yourself with smart people, and practice sound business management at all times.

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HOW TO WIN CONTESTS

Based on information published in national magazines and papers, it is believed a minimum of somewhere near FIFTY MILLION DOLLARS is given away each year in PRIZE CONTESTS. Is it any wonder that smart people, men and women of all ages in about every walk of life, are taking home these prizes? Some devote their full time to solving contests for money (or prizes), usually of extremely sizeable amounts and value. Refer to about every magazine you see, a large number of newspapers, about all TV and Radio stations - to name a few - plus some publications which are 100% CONTEST NEWS.

Many persons receive many times larger yearly total earnings devoting their full time or a generous part of their spare time to solving the CONTESTS which come to their attention. They do it year after year as their ONLY occupation. Others like to try their hand solving contests whenever they feel in the mood, but do no have any regular time schedule to tie them down. An article in the Wall Street Journal stated that many spare time contest men and women receive over $600 year after year. One article I read states that someone they knew had earned in excess of $40,000 and had solved more than 2,000 contests for prizes. Another item I read says some other contest solver won over 80 different contests to receive over $25,000 within TWELVE MONTHS.

However, a study of winning CONTESTS proves for the most part that it is not based on luck. Therefore, it is wise to find out what the true fundamentals are before one starts. That way alone, it is possible for one to compete with the others working on the solution of the same contest. You'll find the necessary (easy-to-understand and follow) instructions in this text.

A. Be sure that you carefully read the rules of each contest - and understand before you start - that these rules must be followed, in every particular, in order to win, or be one of the top winners. Almost half of all contests entries are thrown out, with hardly more than a single "glance" by the contest headquarters, for the sole reason, that the sender did not follow the clearly printed rules. It pays to be extremely careful when working on any contest. Check and recheck it with the rules before you mail it in.

B. Be sure your entry is as neatly presented as possible. This is extremely important. Whenever possible typewrite your entry, as this adds greatly to the neatness requirement. If you do not have a typewriter or a friend who would type it for you, and you are obliged to mail it in longhand, write neatly, and only with a pen and ink - never with a lead pencil.

C. Mail your entry in a suitable large sized envelope, even if you have to go to your nearest store to buy it.

D. If the contest requires a box top or label, coupon, etc., make sure that you do not forget to enclose it in the envelope. (You may be surprised to learn that many do forget - so their entry is discarded - even if in all other ways it is the best, qualifying for the top prize money.)

You'll find that your chances for winning are multiplied ten fold if you own or rent from a library the latest unabridged dictionary as well as a copy of a thesaurus. Some of the winners of the larger contests are strong in their feeling that one should have a Rhyming Dictionary, an Almanac, Atlas, and one of the many editions of a Crossword Puzzle Dictionary. Most folks have a dictionary and encyclopedia. Both are needed to properly enter most contests. Time and time again, one or the other of the books will come up with the word or answer your seek to solve the contest.

However, for folks just starting, and with limited money to spend, you should confine yourself to the books named above that you may now have and buy the others as you win smaller contests and can afford to.

E. Visit your nearest (or best) public library and ask the clerk to help you locate their various books, magazines, etc., relating to contests. Make notes on the winners of contests - their style or entry - for your future thoughts and guidance. Jot down in a notebook the things you want to remember or refer to, or think you would be likely to want to consider at some future date. It will most likely prove priceless to you much more quickly than you think. It will help you to think of first prize winning steps to take, etc.

F. An ever-increasing number of larger firms feel contests help them put their items or offers in the right hands with the best results. They therefore often start a new contest almost as soon as their last one is completed. This is especially true in contests where a wrapper, label or box top, bottle cap, etc. is requested. This method is usually very successful in getting more people to try their product than any other form of advertising.

G. Above all else, make a point of having your entry worded as briefly as you can. Many contests even ask for an opinion within an specified number of words. In other words, the advertiser wants you to tell him briefly why you prefer his product to any other

Example:
"Wheatne is preferred by me because it tastes better than any other breakfast cereal, has less calories, sugar and other fattening items, with a much higher food value." "I buy ZOKA soap because it suds best in hard water, and pampers one's skin. ZOKA keeps my complexion youthful looking as if I had used the costly creams." Always study the product completely and make notes on your scrap pad of all the ways it pleases you, over competitive brands.

Make your story clean-cut with clearly understood "selling" phrases. Be enthusiastic, but always sincere and truthful. Whenever possible, tell about your personal results in using the item. Don't be in a rush to mail the entry to the contest headquarters firm - professionals put their first drafts to one side, then refer to it "tomorrow" or the next day, rewriting it over and over again (usually) until they feel it is their very best work.

Then, they mail it in. It pays and pays big to follow the methods of the professionals. Perhaps just about every entry sent in on any contest is "Point Rated". If you checked your entry, before mailing it in, comparing it to the 8-point method below, you could know in advance if your entry has a far above average opportunity of being one of the winners - perhaps even the top grand prize.

1. References to the accomplishments of the product or item.
2. Expression of thought, new ideas, originality.
3. Effective combination of words, sentences, etc.
4. Truthfulness - or is it believable.
5. Creativeness by fresh thoughts or comments
6. Briefness, easily understood by all.
7. Arouse thoughts, create emotions.
8. Make a sales-promoting image, text creates a "picture".

I think most folks would not need teaching on jingles or limericks, where you are asked to insert the last line of a poem. These are popular and much money could be made adding the last line. The best method would be to almost memorize the lines given to you first, then make your last line either clever, or unusual, (or both). Your rhyming dictionary will be of tremendous help in winning top prizes in this form of contest. Picture and Number Puzzles are always popular. These contests (in my opinion) do not need instructions beyond one's common sense. The chief thing to remember is to carefully read the rules and to follow the instructions of the advertiser. This type of contest does require considerable time, thought and study. Take your time. Go over all rules time and time again.

When you feel confident your entry is your best work, then and only then mail it in. This kind of contest almost always seems to wind up with a sizeable number of tied contestants, requiring another "run off" to decide the winner, and sometimes more than one "run off". For this reason, it is not the most popular with the professionals. Usually "beginners" try their hand at them. Name contests are always popular - a manufacturer wants the public to select a good name for one of his items, and offers a sizeable award for the entry he or his advertising agents regard
as the best of all.

Remember to tie the sponsor's item or product into your reply of the name you feel is best. Make it catchy and easy to remember for the best possibility of being the winner. Guessing contests, as the name implies, are in my opinion, at least 90% luck. Professionals rarely enter them. The idea is, of course, to guess how many cans of a specific brand of condensed milk is in a barrel, or how many boxes of a maker's breakfast food is wedged into a telephone booth, etc. These are 90% luck, combined with an estimation of count.

Contests asking for the creation of slogans are always worked out by the professional with the use of a dictionary. These contests are the ideal ones to enter. Contests in the field of photographs are both interesting and profitable, so enter when you use the instruction and guidance in this instruction text. Contests for an essay as well as for word building are always of
keen interest to the professional. Instruction in this text points the way to become a professional. With this set of instructions to refer to as you tackle each contest, you should have a far above average chance of being a top prize winner in an extremely short period of time. Good luck.

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HOT TIPS FOR MAIL ORDER DEALERS

Advertise a number of reports in one large advert selling five or six reports for Ј3. This will bring you in more orders and open the way for more repeat sales Make your sales brochures the best you have ever seen. As well as the words, concentrate on the layout, graphics, general attractiveness and ease of reading Keep mailing to old customers for six months so that you build up a really big customer bank.

Keep detailed records of advertising and follow-up results. Use them to find your best adverts, magazines, brochures and generally your best approach. Use FREE advertising wherever possible. It is sometimes offered with new magazines or there are some ad-sheets that give free advertising. Take advantage of 'discount' advertising. Sometimes, magazines give three adverts for the price of two. Watch out for 'Special offers'.

If you are having your brochures printed, print your advert up the side of the brochure as well. Even if you only get ONE reply in a thousand, it is well worth it. Don't confuse people in your advertising by selling more than one offer. Use more space if you want to offer more. Use short sentences and paragraphs. It makes words sound more dramatic. Study other people's adverts - especially those that run year after year. Use words that 'pull' such as Free, New, Special Offer, Discount. You need to catch the eye before you can sell.

Co-publish magazines and ad-sheets to make up your 'Big Mails' and get free or low cost advertising. More expensive advertising can sometimes work out cheaper because the CIRCULATION is that much greater. However, lower circulation magazines can often give better results. Judge on 'results' rather than price. Advertise as you mail. Put your BEST advert on the envelope. This will cost nothing extra and the few results you get will be a bonus.

If others mail for you, reduce your A4 adverts to A5. You can get four adverts on one sheet of A4 paper and increase the circulation. Don't put too many brochures in your envelope nor too few either. If you put too much in, people just don't reply because they are confused as to WHAT is best. Just one in an envelope is equally silly because those who aren't interested in what you are selling will have nothing else to attract their attention.

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COOP SWEEPSTAKES

The Prize Is Always Right
Giving away a prize as an incentive to sell a product or solicit a donation is a time-tested marketing ploy that never fails. The only problem is that the market has become oblivious to sweepstakes. Promoters are giving away the same old prizes time and time again. Without adding anything exciting to the sweepstakes, you might as well offer $10million or your efforts (or your product or charitable cause) are likely to be ignored.

In this age of mega-million lotteries, the type or value of prizes offered speak the language of the market. If your product is just as good as that of your competition, or if your charity is just as worthy as any other that seeks donations, then you;d better spike your campaign with a sweepstakes that is unique as can be.

THE PRIZE
A few years ago, a church in Daly City, a bedroom community west of San Francisco was planning a fund raising campaigtn that involved selling "raffle" tickets to the congregation. The plan was to sell the tickets for around $5 each, and for which one lucky ticket holder could win the grand prize oaf a brand new Toyota Tercel. To say the least, the idea was worn out and unimaginative. A friend coordinating the project decided the raffle could be improved, and consulted me on what the fund raising committee can do to make the sweepstakes more
attractive.
My suggestion was to give a different prize.
Why not give away a business - a store!!!

VIDEO STORE PRIZE
We went to a new strip mall that was being constructed and leased a storefront for $1,100 a month. Next we ordered signs and shelves and an initial inventory of 1,200 used video tapes for which we spent a total of $15,000. For under $20,000, we were able to put together the basic framework of an operational video store. We hanged a banner outside that says "You can win this store. Call for info" $200 A TICKET Because the church wanted to raise $25,000, we decided to sell 250 tickets at $200 each - for a total of $50.000.

Out of this amount, $20,000 will pay for the grand prize, $25,000 goes to the church, and $5,000 for my friend for organizing the project which lasted for 6 weeks. To achieve the same results, and using instead an $8,000 car as a prize, it would require the church to 8,000 tickets at $5 each, a much more difficult fund-raiser by comparison.

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