During the past month I have heard several complaints about people (mostly beginners) stealing ads from publications, placing their own name and address over the advertiser's and using this new advertisement as their own. Unfortunately, these people have no idea that they are "cutting their own nose off to spite their face," and I hope this report helps them.

Scenario #1

Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator.

When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects!

Different types of merchandise or services demand completely different advertising media. Your ad must be built around the ADVANTAGES of the product and designed to APPEAL to the specific customers who will BENEFIT from your offer!

1. Never send a letter that weighs less than 30 gms. Five size 8-1/2x11 circulars can be mailed with a 1st class postage stamp. By using all 10 sides with a variety of offers you have a greater chance of receiving an order.

2. When you advertise, state the price of your product and add Plus Postage e.g. "A DOZEN AND ONE WAYS TO REDUCE POSTAGE" $3 plus stamp or SASE (self addressed stamped envelope). When inviting inquiries always say "For information send SASE".