Watch these expenses very carefully. ADVERTISING EXPENSE * Start with classified ads. As you test them and know what is successful, you can switch mailing list to display ads. * To test an offering and a specific ad, run it once in a specific publication and you should get a reading that could be very positive or very negative. It might also be inconclusive. If that is the case, simply run it again. *
It is best to test an ad by running it in different publications. * Advertise in publications that advertise similar products. * If you have a mailing list sure seller, buy larger space. * Special interest products should be advertised in special interest publications. * Keep on changing the ad and offering until you are satisfied it is right. * Examples of changes you can make are: size of ad, copy,appeal, special gimmicks such as discounts, free gifts or reports, etc. *
Remember that a given ad can be 20 or 30 times more successful than another ad advertising the same product. It pays, therefore, to mailing list continue testing until it is just right. * Repeat a successful ad until you no longer get a satisfactory return. * The conventional advertising cost is 15% of sales or more in mail order. * To evaluate your advertising cost, think in terms of cost per inquiry.