Page 52 - Demo

88 NO B.S. Direct MarketingSECTION 1 / FOUNDATIONRule #8 It Will Look Like Mail-Order AdvertisingIn the last chapter, copy. Next, appearance. Fortunately, Direct 0DUNHWLQJ%u0003UHYROYHV%u0003DURXQG%u0003RQO\\%u0003D%u0003VKRUW%u0003OLVW%u0003RI%u00035XOHV%u0003SUHVHQWHG%u0003KHUH%u000f%u0003 DQG%u0003 'LUHFW%u00105HVSRQVH%u0003 $GYHUWLVLQJ%u0003 UHYROYHV%u0003 DURXQG%u0003 DQ%u0003even shorter list of choices of formats. It is to look a certain way. This is going to shock many of you to your core. It can, if you let it, simplify your life and make you a great deal of money.%u00037KLV%u00035XOH%u0003LV%u0003D%u0003JUHDW%u0003VLPSOL%u00c0HU%u000f%u0003EHFDXVH%u0003LW%u0003HQGV%u0003\\RXU%u0003paying attention to%u2014and trying to emulate%u2014the overwhelming majority of all the advertising you see on TV, in magazines, in newspapers, online; by your peers and competitors. You are to go blind to anything except pure mail-order advertising, which ,%u00b7OO%u0003WHOO%u0003\\RX%u0003KRZ%u0003WR%u0003LGHQWLI\\%u000f%u0003DQG%u0003ZKHUH%u0003WR%u0003%u00c0QG%u000f%u0003WR%u0003REVHUYH%u000f%u0003LQ%u0003D%u0003PLQXWH%u0011%u0003%XW%u0003%u00c0UVW%u000f%u0003WKLV%u0003LV%u0003YHU\\%u0003LPSRUWDQWffl%u0003$OO%u0003DGYHUWLVLQJ%u0003H[FHSW%u0003mail-order advertising will, from here on out, be willfully ignored. You will resist any temptation whatsoever to borrow IURP%u0003 DQ\\%u0003 RI%u0003 LW%u000f%u0003 FRS\\FDW%u0003 DQ\\%u0003 RI%u0003 LW%u000f%u0003 ZRUU\\%u0003 DERXW%u0003 GL%u037fHUHQFHV%u0003between it and your approach. You will, in fact, live in utter GH%u00c0DQFH%u0003RI%u0003LWV%u0003QRUPV%u0011,%u0003 DP%u0003 VSHFL%u00c0FDOO\\%u0003 VSHDNLQJ%u0003 RI%u0003 WKH%u0003 IRUPDWV%u000f%u0003 OD\\RXW%u000f%u0003 DQG%u0003appearance of advertising%u2014whether a print ad or a website or DQ\\%u0003RWKHU%u0003LWHP%u0011%u0003&ODVVLF%u0003PDLO%u0010RUGHU%u0003DGV%u0003DUH%u0003W\\SLFDOO\\%u0003EURNHQ%u0003XS%u0003into one-fourth, one-half, and one-fourth of the page, give or take. The top quarter is for headline and subheads, the middle half for presentation of product or proposition, sometimes DLGHG%u0003E\\%u0003WHVWLPRQLDOV%u000f%u0003DQG%u0003WKH%u0003ERWWRP%u0003TXDUWHU%u0003LV%u0003IRU%u0003WKH%u0003R%u037fHU%u0003and clear response instructions, often with a coupon. The most frequently used alternative is the advertorial, which mimics an article. If you will stick with these two formats, you can safely