Small Business Marketing Expert » Advertising

The Truth About Advertising

Tony Brueski — Fri, 30 Sep 2011 12:06:44 +0000

Every single day I hear a client utter a statement that couldn’t be further from the truth.

If only they knew what to do about it…“I can’t afford Advertising; we need to explore other options.”

This statement couldn’t be further from the truth, if they only knew what I do about the subject at hand.

There is a stigma with television advertising. I call it the “super bowl” effect. If you are not in the TV industry the only time you talk TV commercial price is around a big football game, I can understand the confusion. The number is usually out of the park crazy and unattainable for 99.9% of all businesses in the country. This price is not the norm though… not even close.

While it is true that advertising nationally on television would take a serious budget to take on effectively, local advertising is one of the most affordable ways to market a business. If your target customers are located near your place of biz, it is an option that should be seriously considered. My advertising outlet of choice is cable. It offers a more targeted customer and targeted programming than the networks and it’s a fraction of the price.

The price point to advertise locally on a top rated network show may be high, but the price point on a top rated cable shows with nearly as many viewers may be a fraction of the “network” cost. You just have to know what you are getting for the money.

I’m sure you’ve seen the overabundance of shows on cable television these days. There is a show for almost every hobby, idea and interest known to human kind. While this seems a bit crazy to all of us who have no interest in some of the odd niches out there, it’s pure gold for the business who wants to market to that section of the population.
An experienced advertising agency like mine can help you easily find out what shows would make the most sense to be advertising on and then go to work to get you the lowest rates possible on TV air time during those shows. ??Are you surprised at how easy and cheap TV advertising can be? “What about the cost of a commercial” you ask? That too can be done very economically and look better than the standard “pan” shot of a store front. There are plenty of ways to get your message across with a creative and eye catching commercial with-out going broke.

About Tony Brueski
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The Power of “Bad” Advertising

Amanda DiSilvestro — Mon, 19 Sep 2011 18:06:21 +0000

By now, most people are aware that Burger King has stopped using the plastic-looking, creepy King to advertise their burgers and fries.

If this is news to you, then I completely understand if you need to stop reading this article so you can take a moment to reflect on how much you are going to miss the King surprising teenagers with a burger in completely normal, not at all creepy ways.If, however, you’re still reading, then I can only assume you hated having to watch the Burger King mascot as much as I did, and instead of taking a moment to remember him, you took a split second to forget him.

What I find most interesting about this story is that the reason the King is no longer is not because that marketing tactic didn’t work—Burger King simply wants to focus on creating healthier options for their consumers.

While I am completely on board with salads and sliced apples, this left me wondering: Is It worth It to Create Ridiculous Advertisements? These so-called “bad” advertisements can be explained by the company’s want for the shock factor—this can mean something so stupid, or something so out of the norm that viewers cannot look away (take for example Abercrombie & Fitch advertisements, they are not depicting something you see every day).

Speaking strictly from a marketing perspective, I can see the appeal. You want consumers to watch your advertisements, and in today’s world it is extremely difficult to get consumers’ attention and keep it. Speaking from a consumer perspective and someone who is guilty of paying attention to such shocking advertisements, there is no need to fill my head with such campaigns.

Why Clever Campaigns Can Still Be a Part of Advertising in the 21st Century

1. Consider your target audience
If your product or service appeals to an older crowd, knowing to stay away from ridiculous advertising should be a no-brainer. Shock factor advertising is a recent development, and even though it may get the attention of viewers, those who are older and have seen normal persuasive marketing may actually become hostile toward your company (this idea coming straight from my parents who are now boycotting GEICO until the Cavemen disappear). If you are dealing with a younger crowd, you may be able to get away with something a little more “out there,” but if you stick with a clever campaign, you ensure that many more will appreciate your work.

2. Consider the underlying effects of marketing for shock value
The media’s influence over future generations has been an ongoing debate. The general consensus is that the media does have a responsibility to consider the content they are putting out there for the public. When you do something shocking, people will look, but ask yourself if you really think it is better that your community see something mindless, when in reality it is just as easy to make a campaign clever, witty, and give viewers something to think about on their way to work.

3. Myth: Ridiculous advertisements are cheaper
In many ways, advertisements that capitalize on bizarre behavior and situations are easier to create. Thinking of an idea that is completely out-of-the-box is generally easier than coming up with something interesting with different levels and clever material. However, thinking of an idea costs the same amount of money. The actual advertisement completely depends on the number of people and the sorts of materials needed, but in the end coming up with an idea costs the same. If you have a good creative department, coming up with something clever can be expected and will in the end allow your campaign to appeal to more audiences with less criticism.

4. If it’s about attention, try combining the two approaches
A good creative department can come up with a way to grab people’s attention without creating an entire campaign based around something ridiculous. If you need to do something crazy at first to get that initial eye-catch, that is understandable! In fact, a good commercial will grab a viewer’s attention and will be simple to understand. Move into something creative after you have the attention of your viewers—this will allow you to bypass offending those like me who hate watching dumb commercials.

The important thing to remember is that silly commercials can be clever.

For example, consider the Old Spice commercials. They are certainly ridiculous, but what the man is saying is clever, unique, and makes you think—something the King and others like him failed to do.

About Amanda DiSilvestro
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3 Ways To Make More Successful Ads

Tony Brueski — Mon, 12 Sep 2011 13:43:35 +0000

Any business that uses TV ads knows that there is a fine line between catchy and effective.

If you try to be too “catchy” or “creative” the viewer can lose sight of what the message is all about. You might succeeded in keeping their attention and making them laugh, but you will have failed at… bringing them in as a potential customer.

If you go over the top on what your biz is all about, you lose them in a fit of boredom. So what can you do to make your TV advertising soar above these hurdles and pitfalls to stand out with success on the screens?

Here are three simple principles to remember when creating your TV Advertising message.

?#1 Get a better Focus: All too often I see and hear businesses trying to cram a little bit of everything into a thirty second message.

Their thought process is “I want to show off all the amazing things we can do!”. While in theory, that’s not a bad idea. In a realistic world of ADD attention spans and constant bombardment of crap commercials, it is the last thing you should do in a TV advertising message.

You need to focus in on who you are trying to reach with your specific message. If that is a 28 year old female with a mid-level income who lives in the burbs, your message needs to speak to THAT person.

Try to craft a message that reaches her AND her 60 year hold Harley loving hermit uncle who lives in a trailer 30 miles out of town and you will FAIL. While your biz may target each customer in some way, a combo message cannot. So focus your message on your prime target, if there are multiple targets – create multiple commercials with a unique focus for each ad.

#2 Get a Better Commercial: FREE IS NOT ALWAYS BETTER. I cannot stress this enough. Especially when it comes to commercial production. I know the TV station may be offering “FREE” or super cheap production, but YOU WILL GET WHAT YOU PAY FOR.

If you are going to invest in an air plan on TV why wouldn’t you invest in commercial production that looks good and is created by people who know how to take your message and make it work. Generic pan shots of your storefront and specials flashed across the screen just won’t cut it.

You wouldn’t buy a house and never get the power hooked up because it was an “added expense”, don’t cut the power to your TV advertising campaign before it starts. Hire an outside TV production company to make something GOOD!

#3 Make a Better Offer: This is where you need to really look at what your customers want from you, what can you give them that would make you stand out by leaps and bounds above your competition?

Don’t buy into BS like “we have better service” or “we have better selection”, because while that may be true – Your customers are sick to death of hearing that! They don’t care. They want a real offer from you, what can you bring to the table that no one else can or is willing to do. Find that hot spot, get it in your TV advertising and you will be golden.

And oh yea… If you ever need help creating an effective professional TV, Radio, Web, or Video Commercial please give me a call. It’s what I do! I have hundreds of clients who would be happy to tell you that that our work doesn’t “suck”.

My direct line is (231)468-9972. Or you can email me tony@televisionadvertisingexperts.com . You can see samples of our work at http://www.televisionadvertisingexperts.com and http://www.bestradiocommercials.com .

The Power of “Free”

Tony Brueski — Fri, 12 Aug 2011 11:39:51 +0000

I want to talk about a word that is extremely powerful in radio advertising.

It’s just one word, one syllable, one thought…

but it can actually be defined and a complete sentence.

Free. That’s the word, free. Why is the word “Free” so powerful in radio advertising? Because it makes people take action. Of course, there are rules connected to that word. Whatever is being offered for free needs to have a perceived value by the listeners to the radio advertising message.

If there is no perceived value attached to the claim of “free”, the entire message could very quickly be discounted as not genuine or a scam.

Let me give you an example: Recently my agency, BestRadioCommercials.com helped spread the word (or the taste if you will) of an all-natural dog food. My client creates an amazing all natural dog food product that has had limited distribution in his general vicinity. He wanted to branch out and get other people trying his product.

My client told me that “Once people try this, they never go back to anything else”. I asked him how confident he wisely in the statement. His reply was, “very!” ??My client wanted to tell the story of how the product was developed in the confines of a 60 second radio advertising message.

Telling a story is never a bad idea, telling a story effectively with limited time to do so though, can be a bit tricky. After hours of work, my script writing team came back with a condensed version of his story along with a very strong call to action. This story, combined with a strong call to action which can be summed up in two words “free sample” was a huge hit.

In our radio advertising message we painted a picture of an all-natural specially formulated dog food originally designed for Iditarod dog sledding, now formulated for anyone who has a dog. This true story combined with the offer of a free sample bag practically overwhelmed my client with calls.

The commercial did so well that we actually had to stop running it because the demand became so great. Shortly after the sample users had a chance to try the product calls began coming in for more dog food and more distribution points were set up because of demand.

That is the power of “free” my friends. Using it effectively in radio advertising to drive interest in a product and create demand isn’t rocket science. It just takes a vision and knowledge of the right outlets to deliver such a message through.

How to Keep Viewers From Skipping Your Ad

Charlie Cook — Fri, 10 Jun 2011 18:57:40 +0000

Ever notice it just takes less than a nano second for most people to change the channel when they see a video commercial hit the screen?

In fact, you may even be one of those people that keeps their hand on the remote during the whole program, just so you’re ready to hit mute or change the channel when an ad shows up. Am I right?

But if it’s your ad, you don’t want that do you? So how can you keep people from ignoring you – well or at least from ignoring your video ads?

The secret mind bending tactic is to simply distract them. When people see an ad they’re expecting to be sold. Instead surprise them by getting their attention with a funny or odd situation. Then 50 seconds into the add you’ll have their attention and you can – sell them.

And – no you won’t get in trouble with the mind police for using this tactic with your video commercial.

See how it’s done >>

7 Mistakes To Avoid In Your Advertising

Jeffrey Dobkin — Mon, 07 Feb 2011 13:36:53 +0000

Years ago, a real estate broker hired me to help him sell more houses. We met for about 10 hours, reading over the real estate section of the paper and discussing his ads. I then told him I was ready to help him sell more houses.

“Sir!” he said in startled disbelief. “Do you mean to tell me we can meet for 10 hours and you can tell me how to sell more houses? I’ve been selling houses for 40 years. I’ve forgotten more about selling houses than you will ever learn in your life.”It was true. Too bad the reply, “Sir, I have forgotten more about advertising than you have learned in forty years of selling houses,” didn’t occur to me till a few weeks later – my hindsight letting me know how clever I could have been now that it’s too late. But my client was right. He had forgotten quite a lot about selling houses. The structure of his entire advertising campaign was wrong. Is yours?

What my client was trying to do was sell a house in an ad. You don’t sell a house in a four-line listing. No one sees the listing and sends a down payment. The correct objective of the ad was not to sell a house but to generate a phone call. If the ad worked as planned, his phone rang. It was then up to him to sell the house.

So we changed all the listings. “Call now!” the new ad copy said. “Call to see this beautiful four bedroom…” “For additional information by mail, call…” “For a free brochure with pictures of this house call us at…” and we gave the phone number. If you read all of the listings you saw that phone number dozens of times. My client’s phone calls tripled, starting in week number one. The first week!

Lesson 1: Before drafting any copy for your ad, first write a clear objective to your ad.

Ask yourself, “If this ad works perfectly, what is the action-step the reader will do?” Then draft your ad to fulfill this specific objective.

Increasing Advertising Response
What’s the best way to get people to pick up the phone and call you? Here’s a hint: offer Something for FREE. Everybody likes FREE. FREE FREE FREE = Call Call Call.

Suppose you’re selling the new book you’ve just written. How can you generate the most response from a small ad for a book? Let’s see, would “Buy my new book” get readers’ attention? No, not really. Unless you’re Steven King, people seeing this ad aren’t going to rush into a bookstore – or dive into their pocket and send you a check. So, this headline won’t work. Let’s go to the other extreme: Would “Get FREE MONEY!” get people excited? Yes, that’s it. Now you have everyone’s attention.

So the best way to generate maximum response from your advertising is to give something away – for FREE. But money isn’t a good giveaway because it doesn’t restrict calls from just your prospects: and you don’t want calls from people who just want free money, because who doesn’t? These people are outside of your book’s niche audience, unless of course you are writing a book about giving away free money, in which case… we should talk.

Most people who respond to “get free money” are not “the most likely immediate purchasers,” which is my definition of a target market. So why waste money, literature and postage on them? Let’s still give something away, but first let’s make sure our FREE gift is of exceptional value… but only to our target market: people who are actively considering buying a book—such as yours.

I think the best way to attract potential customers is to give away FREE information. It’s valuable to the respondent, they can’t get it anywhere else, and it’s cheap to produce for you – generally just a few sheets of paper and ink. Nice combo.

The information you produce should be in booklet form. In fact, “Call now for a FREE BOOKLET” is my favorite advertising headline — it promises prospects something for free, and it gives people a “reason to call.” The free booklet helps overcome the law of reader inertia (a body at rest… on the couch… gets up, walks over and picks up the phone.) Additionally, to people who get flustered when they have to call somewhere new – they won’t have to figure out what to say when you answer the phone, they can just ask for their FREE booklet. You may not think this is important, but it’s a big factor with folks who have problems calling anyone other than friends.

Don’t have a booklet? How about dressing up your new brochure as a helpful educational and information-rich resource guide? Just a few pieces of paper can become a powerful sales tool when talked about in this regard. Brochures are so passé!

Face it: a sheet of paper folded in thirds is a brochure. And you can get them anywhere: Chevy agency, bank, post office – there’s just no value in an advertising brochure. But that same piece of paper folded in half… well – that becomes a valuable informational booklet. Would you rather receive a company’s advertising brochure, or a free informational booklet? Yea, me too.

Lesson 2: Offer something for FREE to make people pick up the phone.

This was the objective of your advertisement. You do remember the objective, don’t you?

Here’s a big bonus for you: when people call to ask for something free, they are generally in a pleasant and giving mood – after all they’re getting something for FREE. When they call for their free booklet, you can take that opportunity to poke around for the information you need from them in your own marketing. That’s the time to qualify each caller as a serious prospect, a literature collector or someone with a phone and nothing better to do. So…

Lesson 3: Qualify the prospect on the incoming phone call.

Qualifying Prospects
When someone responds to an ad by calling and asking me to send information, my next words rarely—if ever—are “OK, what’s your address?” Instead, I ask probing questions designed to qualify prospects (i.e., figure out how likely they are to buy, and when). “I’d be happy to send you this FREE booklet; say, where did you see our ad…”

Frankly, the qualification process starts much sooner than when you speak with a prospect. You initially qualify response by deciding in which publications to run your ad. Whatever audience your chosen medium reaches is the start of your qualification process. Looking for camera buffs? Camera magazines. Airplane aficionados? Modern Flyer Magazine. Looking for beautiful women under 35 who drive nice cars and fly first class to wonderful destinations around the world? Yea, me too. But that’s beside the point.

The best way to generate a more highly qualified advertising response is to title your free booklet with a direct benefit to your perfectly targeted customers. Use this formula for your headline: “Free Booklet offers [useful information].” For example: “FREE Booklet shows you how to pack valuables when moving!” The subhead would continue: Call now to get your FREE “Guide to Packing Valuables!” This would produce a ton of the highest-quality leads for a moving company, mostly from people who are planning an immediate move.

When prospects call to say they’d like to get the free guide, the moving company salesperson responds with, “I’d be happy to send it right out. How soon are you moving?” If it’s soon, the next question is a natural: “Have you hired a moving company yet?” Instant qualification in under 3 seconds.

Lesson 4: Show the title of your booklet in the headline of your ad to attract more highly targeted prospects.

Intentionally limiting response to your ad isn’t always a bad idea. If your literature and postage is expensive, try this: To increase the value of each response to your offer even further, you may choose to ask for a response by mail that includes a stamped, self addressed envelope. This will wash out the least serious respondents, thereby cutting out pretty much all of the “I saw your toll free number on this-here sheet of paper and decided to call while waiting for my bus!” prospects – saving you on your literature and postage costs.

In consumer offers, if you offer a hefty catalog or something otherwise of good value, you can separate the literature-seekers from more promising serious inquirers by requiring a dollar or two for postage and handling. This will cut your response way down to the really-serious. Viola: more limited response – and only from better prospects. Plus, it’s always nice to get some income up front. I know a person who offered a stereo speaker parts catalog and charged $4 for it. He sold more catalogs and had more revenue from selling catalogs than from sales of speaker parts.

Lesson 5: If your literature is expensive, or your market filled with “Consultants” (they never buy, they just want to look at everything…) intentionally limit your response with a tight qualification net or by asking for literature shipping and handling fees.

It’s your choice: more respondents who may be less qualified, or fewer respondents who are better qualified and more likely to buy. Do you go with the bigger numbers or the better percentages? This depends on your product, dollar amount of sale, lifetime value of a customer (LTV), your offer and your mailing package. We’ll discuss this in another article (drop me a self-addressed envelope and I’ll send it right out to you. Please include $2.) See how this works! If I had said, “just leave me an email and I’ll send it to you – I’d get inundated with requests. Ugh. This way, I just get the serious folks who’ll invest 2 bucks in this information – and also took the time to find an envelope and stamp – no small feat around here…)

I guess the best way to determine what kind of loose or tight qualification net you throw depends on your market, your product, and cost of literature. With a $30 book, if your literature costs you $2 in the mail, and you make $20 on each book sold, you need to sell a book for every 10 mailing packages you send. This is a 10% order rate – not many people achieve that number in the mail, even with a strong direct mail package. But if you’re selling a $500,000 printing press – you have a little more room to move.

Lesson 6: When the phone rings, YOU close the sale.

When someone sees your ad and calls your number, your advertising efforts worked. Not only that – they worked perfectly. Now it’s your turn: it’s up to you to sell your product to your customer, not the ad or literature. Selling the product is usually not the primary objective of the ad. You see, It fulfilled its objective – it got someone to call you. Now it’s your turn: close the sale.

It’s much easier closing a sale on the phone than trying to get someone to buy something from a sheet of paper. You can ask probing questions, see if they’re really interested, and find out if they’re ready to purchase. I close about 80% of the people who call me up and ask me about my books. All with a money back guarantee, and yes we get returns: we’ve gotten 3 books back since its first run, the original publication in 1996.

Lesson 7: Save the customers name and address, build a mailing list.

Unless your product is shoddy, the “lifetime value of a customer” or LTV (in case you’re in the government and only speak only in acronyms,) is greater than this one single sale. A person who is happy with your purchase is – at that particular point in time – your most likely prospect. And, they are the cheapest to market to: you already have their name and address, they already know that you supply quality goods at a fair price. You simply need to offer them something else. What else can you offer these most-likely customers?

11 Tools To Make Your Online Advertising More Profitable

Charlie Cook — Mon, 10 Jan 2011 11:00:03 +0000

Exposing your company through good old fashioned word-of-mouth works well for some businesses. Others, however, need that extra little oomph. So why not try online advertising to reach a broader audience. PPC and banner ads have made it extremely easy to reach your target audience and often times, you pay only when you get results.

7 Search
It takes guts for a company to claim to outperform both Google and Yahoo! But that’s exactly what 7search promises. On average they receive 1.5 billion searches per month, so they might be onto something.

AdWords Wrapper
If you find the task of wrapping keywords in quotation marks tedious, use this adwords wrapper to do the job for you. It’s a handy tool that simplifies the sometimes tricky coding aspect of adwords.

Facebook Ads
We live in an era of options. Even your beloved pooch has choices (What to wear to Doggy daycare? T-Shirt or Overalls?). If you want an advertising solution that’s affordable, effective and offers you custom tailoring, try Facebook advertising. You only pay for the number of clicks your ad receives or the number of impressions – whichever works best for your company.

Google AdWords
It’s safe to say Google’s reign over the PPC empire is nowhere near over. They offer extensive support, free first time setup over the phone, and an editor that lets you work offline and bulk edit.

Keyword Combiner
After a long day of work, it’s easy to overlook some of the most obvious answers. That’s why this keyword combiner is especially useful. Use it to ensure you’ve seen all the possible keyword combinations for your PPC campaign.

Keyword Niche Finder
I like this tool because it helps me stay abreast of unnoticed themes in my keywords and in the world of PPC an unnoticed theme is a missed opportunity!

My Ads
The popularity of MySpace may have been eclipsed by newer social media resources like Twitter and FaceBook, but with 18 million active users, MySpace is still a go-to for reach the masses. MyAds is best if your small business has an entertainment focus. Also, they have free resources including a marketing playbook.

PayPerClick guide
It’s hard to determine who is who and what is what in the world of Pay Per Click. PayPerClick Guide answers all the basic questions you need to know to get started and they also have a comprehensive PPC list and some handy resources.

Pay Per Click Search Engine
For a comprehensive PPC guide that gives reviews, ratings and suggestions, you should definitely visit Pay Per Click Search Engine a visit. Their monthly newsletter brings the best of PPC right to your inbox, while their site is updated daily with the best in PPC.

Pay Per Click Universe
If you’re new to the whole PPC thing, Pay Per Click Universe should be your first stop. It’s a totally free resource that provides unbiased information on PPC and is specifically geared towards YOU – the small to medium business owner. Their goal is to show you how to take park with the low initial investment.

Spyfu
Checking out your competitors on the internet is expected. Spyfu lets you download your competitors keywords and adwords to make sure you always stay one step ahead.

How Google Local Marketing Helped Me…

Charlie Cook — Thu, 16 Dec 2010 11:00:11 +0000

It’s 1:30 in the morning and I can’t sleep. There’s this loud chewing noise coming from over my head and it’s keeping me awake.

What is it? Watch the video below.

To find out how to avoid seeing your business get exterminated and instead profit with Google Local Marketing go here now >>

- Charlie

How to Use “Regret” to Make Your Advertising More Effective

Mike Jezek — Wed, 15 Sep 2010 11:41:04 +0000

When it comes to making a buying decision, many people back off because they’re afraid they’ll regret it. After all, they’ve spent money on things before that didn’t live up to their promises. Now what if you could harness the power of regretting making a bad decision and turn it around for you? Here’s how you do it.

First off, keep in mind that many people have some regrets for making a decision that caused them to miss out on various opportunities, products or life experiences. In light of this, you want to bring those regrets to the surface in your marketing advertising communication.

You can do that by saying things to the effect of, “What would have happened if you would have invested in Microsoft shares …?” “How much better off would you be today if you got certified in …?” “What would have happened to your love life if you would have known this years ago …?” “Chances are you’ve always regretted missing out on … don’t make that same mistake today.”

A very powerful word to use in this regards, is to insert the word “mistake”. People are afraid of making mistakes and it’s your job to point out clearly how they’ll make a mistake by passing up on your offer. Combine this with a scarcity or urgency statement and you have a very powerful advertising marketing piece!

- Mike

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How to Write a Killer Close For Your Advertising

Mike Jezek — Sun, 29 Aug 2010 12:07:56 +0000

When it comes to direct sales, most people are too afraid to ask for the order. Consequently when Friday comes, their paycheck is small and they go home to skinny kids. You’ve got to be bold enough to ask for the order. In fact, you might be surprised by what you can get, just by asking for it!

The same principle applies in copywriting whenever you write a marketing communication. Most people write weak closes or they don’t even put one in their marketing! And then people wonder why their ads and sales letters didn’t pull!

But – even if you ask for the order, you’ve got to understand exactly the right way to do it for maximum results. First of all, you need to gently ask the reader to act now in the copy … usually two to three times before the main close. You can do that by saying things like, “Why not give it a try?”, “Take advantage of this today!”, “Get in on this before this offer expires.” By doing that, you set-up the reader for the main close.

Then you have your main close, which is put at the end of your marketing message. This is the part of your advertising message where you explain in step-by-step detail, how to order and what to expect as you go through the order process. You must make this simple enough for a kid to understand.

People like to procrastinate on making decisions and it’s at this crucial point that you don’t want the close to give them an excuse to procrastinate. If they’re going to call their order in, tell them what to expect when they call. Tell them that if they get a busy number that they should be patient and call again.

If they’re to order online, tell them the process that’ll take place. Tell them that your website is completely safe to order on, if it is. And make doubly sure the order page appearance is congruent with the previous page. And if you’re using a sales letter to generate sales, ask for the order in the P.S. as well. In an email or online sales letter, insert several order links.

- Mike

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