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Successful Marketing Strategies
How To Make Sure Your Advertising Produces - Part 2
To read Part 1, click here
Dan Kennedy 
In Part 1 Dan revealed
#1-7 of the 14 tips that make sure your advertising works. Now
let's go through the last seven, #8-14.
#8) Keep your copy lean not necessarily short.
Watch out for wordiness that distracts from the sales message.
If a word or phrase does not advance the sales process why is
it there? Most copywriters like to edit their rough drafts after a
day or two cooling off period. You may want to use this same
approach.
#9) Keep your sentences and paragraphs short.
Complex sentence structure or long paragraphs are intimidating
and confusing to many people. Don't make the common mistake
of overestimating the intelligence and sophistication of your
readers.
#10) You must create a sense of urgency. This can
be done with discounts or bonus offers that expire within a
certain time period or with extra incentives for fast response.
#11) It's okay to compare apples to oranges.
Example, this cassette program costs only $79.00. You might
easily pay $300.00, $400.00 or even $500.00 to obtain this same information by
attending a seminar and $79.00 is such a small
sum you might spend that much or more on a nice dinner for
you and your wife in a fancy restaurant.
#12) Internal repetition is an important and
beneficial technique. In a given direct mail piece it's wise
to make the same several main points, several different
times, several different ways.
#13) Use the power of the P.S. Most direct
mail copy writing pros agree that many people skip down
to the P.S. on a letter and read that first. You can use this
to your advantage two ways. One, be sure that your letter
has a P.S. and two; make a powerful, interesting, persuasive
statement in the P.S. For example, this is a good place to
present the bonus offer.
#14) Become a student of advertising copy.
Study all the direct mail advertising that you receive carefully
and collect those pieces that you find particularly persuasive.
Over a period of time you'll begin identifying common
ingredients in those pieces that you can copy in your own
work.
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If you have not taken advantage of Dan's special
limited time offer for a 3 month complimentary “test drive” of
the Dan Kennedy No BS Marketing Newsletter, here is another
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