Golden Rule #6
September 4th, 2004 
Posted in Approaching, Business Monitoring and Reporting, Creating Sales Opportunities, General, Making Sale, Targeting Top Customers
Don’t Listen To Others, Give Them More!
Golden Rule #6
The more information you give in your ads, the more you’ll sell. As a general rule, 2 minute TV commercials will out-sell a 30 second commercial. And a 30 minute infomercial out-sells both again. Remember your ads are targeted at the ‘players’. These are the people who want what you are selling and have the money to pay for it. They will read your ads (or watch them)if what you say is interesting and relevant to them.
Some of the most famous long copy ads include
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6,450 words for Merril Lynch Stockbrokers. One insertion in the newspapers brought 10,000 responses from interested investors.
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5 pages of text for selling Schlitz beer. Within a few months Schlitz beer went from fifth in sales to first.
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600 word ad for Puerto Rico by David Ogilvy got 14,000 readers to send in a coupon. Dozens built factories in Puerto Rico as the result.
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800 word ad for Mercedes Benz headlined “You give up things when you buy the Mercedes Benz 230S. Things like rattles, rust and shabby workmanship” This ad increased sales from 10,000 cars a year to 40,000 a year in the U.S.A.
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A copy-rich Yellow Pages ad got a $40,000 per month increase for the owner of a video repair shop the moment the Yellow Pages came out.
What more can I say? Except that Demtel built a $50 million dollar a year business virtually overnight with their 2 minute ads. I could give you dozens more examples. Remember this saying…..”The more you tell – the more you’ll sell.” This is the absolute truth for selling just about anything. And if you test and monitor your ads you’ll soon find out it’s true. This is also something that 99% of the ad agencies and people who sell advertising have no clue about. So, if you want to make some real money…
Don’t listen to them. Test it out for yourself instead!
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