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Common Advertising MISTAKES
by: jim Peters

One of the mistakes most often made, is not looking at your product
or service announcement from the point of view of your customer.
Stand back and look at what you are offering, how can you present
that service or product in such a way that it will appeal to you. If
you are offering a service, why should someone buy it from you,
rather than the other 1000 people offering that same service?
Sometimes it's a little tough to be objective when looking at your
own ad copy. I look at ad copy everyday and to be honest I'm really
shocked at some of the things that I see.

I'll save space here by not repeating all of them. Rather I will
list a few ways to get your offer, be it newspaper,direct mail or e-
mail, thrown in the trash immediately. There may be some things here
you don't want to hear or believe, but take my word for it the
things I'm listing can make the difference in success and failure.

I will talk only about your initial contact advertising, follow up
contact takes a completely different tack. Listed here, not
necessarily in their order of importance, but rather in the order in
which they can get your message trashed are just a few of those

1. Not addressing your offer to the recipient. (I know, you can't
take the time to address all that mail)I would say at least 50% of
the people receiving e-mail not addressed specifically to them, will
immediately hit the delete key. If your offer is so fantastic that
you can loose 50% of your audience right out of the gate, by all
means send out mail with your self, both as the sender and the
recipient. Or addressed to You get the idea.
You will also find this tactic addressed in the anti spam
legislation. ( Note: This does not apply when sending mail to an opt
in list. )

2. Using a vulgar or unrealistic sender address, I'll leave the
vulgar to your imagination. As far as the unrealistic, or again you get the idea. You will
also find this tactic addressed in the anti spam legislation. For
the sake of ease (math was never my long suit) let's say this tactic
looses you another 10%.

3. No Subject or a subject that causes an immediate delete. Now what
could be a subject that could cause that? Well, how about. EARN A
variation of that theme. Again you get the idea. Now you may well be
saying to yourself, but that's what my program offers. That's
wonderful, but in order to get someone interested in that program, a
different approach is needed. Something like:Income Opportunity 5
minutes of your time could be the difference. or:Home business
opportunity! Let's Talk. What can a grandiose subject line cost you,
we'll say another 10%.

4. The cc: field filled with dozens of addresses or the To: field
for that matter. If you need to send the same e-mail to more than 1
recipient use the bcc: field. If your mail program does not offer a
bcc: field GET ONE THAT DOES! There are so many reasons for this it
would take another entire article to address all of them. But the
main one in my opinion is you do not have the right to advertise
those addresses to the world. It is very bad netiquette. You loose
another 10%

5. HTML other than url's. There are many, many people out there that
don't have the $10,000 set up that you have, and their mail programs
DO NOT translate HTML into anything but gibberish. If you want your
message to be read, write and send it in plain text. The percentage
here is probably higher but again we'll say 10%.

6. Sending e-mail the size of War and Peace. Here again there are a
number of reasons not to do this. Besides the main one, there are a
lot of people out there that are limited in the amount of space
their mail server will allow. Mine (yes, I still maintain one of
those free addresses) for example is 2000k. When my inbox, saved
mail and drafts exceeds that amount my mail STOPS. Not 1 day goes by
that I don't receive at least one 75 to 100k e-mail. 20 of those and
I'm out of business. The other important reason, the recipient just
won't take the time to read a book in there e-mail. A message of
that length needs to be on a web page. Opp's we lost another 10%

Ok, let's examine what happens when we make all those mistakes in
sending out 1000 of our e-mail ad's. Right off the bat we loose 50%
by not addressing our offer to the recipient. That reduces our
mailing to 500. We loose another 10% for our return address. Were
down to 400. 10% more for no subject, now were at 300. We decided to
advertise those addresses our up-line sent us to the whole world and
lost another 10%. Now were down to 200. Our new e-mail program is
really neat and we put flowers and red, white, and blue stripes on
our outgoing messages, now were down to 100. We had such a great
story to tell and we were just so excited about all the neat stuff
we spent 2 whole hours writing down every detail. You just lost your
last 100 potential customers.

Granted, I have never received a single e-mail that contained all of
those mistakes, but it only takes 1 or 2 to significantly reduce
your response rate. You can't afford to let all your efforts and
hard work go to waste by making these easily correctable mistakes.

"Your Success Is Our Success"


About the Author

[ jim Peters is Manager of HREF="">NSI "SOLUTIONS". NSI
specializes in custom website design,promotion, maintenance, HREF="">domain
,site and graphic design, as well as e-commerce
packages for small to medium sized companies. In other words


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