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Adverts

Advertising is a very powerful way to promote your products.  The idea is to find potential customers by placing adverts in a variety of publications.  Networkers usually stick to lower-cost media like local newspapers, magazines and newsletters.

This guidance doesn't consider the other advertising media like national newspapers, radio, television and billboards.  Their high readership / listening / viewing figures tend to make them too pricey for all but the biggest hitters.

Although many network marketers achieve great results using advertising it is not without hard work and careful preparation.  This section runs through the key stages in an advertising campaign - and includes suggestions and questions to consider when designing your particular approach.

One Step Or Two?
Which Media?
Lineage Adverts
Display Adverts
Handling Responses
Payments & Deliveries
Following Up
Sanity Check
Review Results
Further Reading

 

One Step Or Two?

First you must decide what kind of campaign you want to run - one step or two.

In a one-step campaign your advert asks your customers to buy your product immediately.  With paper-based media like newspapers and magazines this is sometimes called off-the-page selling.  The advert has to include enough information to persuade them to buy, and allow them to place their order.

In a two-step campaign the initial advert is only intended to attract the customer's attention - and persuade them to phone or write requesting information.  You capture their contact details and send them a leaflet or brochure.  This contains enough information to persuade them to buy, and allow them to place their order. 

The telesales variant of the two-step campaign asks the customer to phone for more information.  When they phone in, you answer their questions and try to clinch the sale there and then.  It can work well but requires good telephone technique.

An advert for a one-step campaign has to attract the reader, and include the full sales pitch and ordering information.  So it tends to be quite large - and therefore expensive.  So most network marketers use two-step campaigns.

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Which Media?

There are lots of different media that will happily take your money and run an advert for you.  You only have to pop into any big newsagents to see the enormous range of paper-based newspapers and magazines being published.  Then there are literally thousands of low-readership specialist magazines and newsletters that don't make it on to the newsagents' shelves.

Think about the product you are trying to sell - and more importantly - think about the kind of people who are likely to buy it.  Which publications are they likely to read?  Don't just think about well-known titles.  If your product is aimed at a select group of people then look for media aimed at that group.

For example, if you're selling pet products, look for magazines about pets, or newsletters from pet animal charities.  They may not have lots of readers but there will be a high proportion who might buy pet products.  And for fewer readers you should expect the advertising rates (prices) to be more affordable.

When you've picked out a few likely publications to advertise in, find out more about them.  Buy a sample copy and make sure it really is the sort of publication you want to be associated with.  See who else is advertising in it.  Do they seem reputable?  Or a bit dodgy?

Phone the publication's ad sales department and ask them about their readers.  How many are there?  What kind of people are they?  Young?  Elderly?  Male?  Female?  Parents with children?  Single people?  What are their interests?  Fishing?  Gardening?  How wealthy are they?  The publishers ought to be able to tell you more than just the bare readership numbers.  

Try to work out if the publication's readers are the sort of people who are likely to be interested in your product.  And how many of them?  All of them?  Half of them?  A quarter?  Ten percent?  Five percent?  Less?  

If you're advertising gardening products in a gardening magazine then probably all of their readers will be interested in your product.  If you're advertising them in your local paper then perhaps only ten percent will be interested.  This estimate has to be a bit rough but it's important - so make your best guess!

Finally, make sure you get an accurate picture of their advertising rates (prices) and their copy deadline (the last date they can accept an advert for a particular issue).  Watch out for hidden extra costs like typesetting or photography.

Any good ad sales person will make you a special offer and try to sign you up there and then.  Don't let them hassle you into a rushed decision.  Get them to tell you what you want to know - then say you want to think it over before deciding.

Remember: It's worth taking your time to get your planning right because it's easy to waste a lot of money and effort on unsuccessful adverts.

Finally, for each of the candidate publications, work out the Value For Money rating - our transatlantic cousins charmingly call this the "bang for a buck".  How many interested readers you can contact for each 1 spent?

Take the publication's readership figure - adjusted by your guess at the percentage interested in your product.  Then divide this figure by the price of the advert, ie:

Value For Money  =  Readership  x  % Interested    Advert Cost

Obviously, to get the most out of your hard-won cash, place your first adverts with the publications offering the best Value For Money.

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Lineage Adverts

You'll find lineage adverts in almost every publication - often in Classified Adverts sections.  They're the simplest form of advertising - close-typed lines of text, usually paid for by the line or word.  They can be extremely effective.

The great advantages of lineage adverts are: (1) they're quick and easy to produce, (2) the time between the copy deadline and publication is usually very short, and (3) they're usually the cheapest option.

The main disadvantages are: (1) they're often hidden away in a section that many people tend to skim over, and (2) your advert is buried in the middle of a lot of other adverts so it's difficult to make them stand out.

There are some basic rules for writing lineage adverts - but there is also scope for writer's inspiration.  Like most things, the more you do the better you get.  Start by being clear what your advert is intended to achieve.

Most lineage adverts are part of a two-step campaign - where the object is to persuade the reader to phone, write, fax or email for more information.

One-step campaigns - where the object of the advert is to persuade the reader to buy your product immediately - are less common.  There is a limit to the price people will pay "off-the-page" - probably about 10.  Also, it can take a lot of words to describe the product, persuade readers to buy, and tell them where to send their order and payment - which increases the cost.

Think carefully about the best section heading to place your advert in.  Look what headings your chosen publication offers - and pick out two or three possible candidates.  Check what other people are advertising under these headings and pick the one that best suits your product.

All lineage adverts should follow the tried and tested AIDA formula:

attract the reader's Attention
Interest the reader in the product
excite the reader's
Desire
ask for
Action from the reader

The first few words of a lineage advert are often printed in bold type or capitals.  Check how many words your chosen publication highlights this way (practices vary).  Use these highlighted words to attract the reader's attention - and make your advert stand out from the rest.  You want them to read your advert - not the others around it.

If your chosen section heading is fairly broad, eg. For Sale, then you should lead with your product, eg. Rare Books.  This will only attract the attention of people who are genuinely interested in rare books.  And you won't risk getting lots of responses from people who don't go on to buy.

If your chosen section heading is fairly narrow, eg. Ford Capri, then lead with the things that make your product different from all the others in the same section, eg. 2.8i, tangerine, fluffy dice.  Don't waste valuable highlighted words by repeating the section heading.  For example, if you're advertising in the Gardening section you should lead with Sheds, not Garden sheds.

Another powerful approach, especially suitable for advertising business opportunities, is to forget the product and lead with the benefit to the customer.  Examples include:  Be your own boss!  Earn in your spare time!  Improve your sex life!  Or you can use blatant attention grabbers like:  Free!  Brand New!  Only 2!  Two for the price of one!

The middle wording needs to interest the reader and build up their desire.  Where possible, emphasise the benefits for them.  Give enough information about the product so they understand what you're offering.  But, if you're two-stepping, don't attempt to do the job of your brochure or your telephone sales pitch.

Make good use of "power words" - words that make the reader sit up and take notice.  These include: avoid, bargain, bonus, discover, earn, easy, enjoy, exciting, exclusive, extra, fast, fortune, free, how to, learn, money, more, mystery, new, now, profit, save, special, win.  Don't force these words into your advert - but use them rather than weaker alternatives.

The tail end of the advert must tell the reader what to do next.  For example:  Phone 01234 567890 for details.  Send 4 x 26p stamps to Fred at ...  Visit our website at www.downline.co.uk.  Proof read this bit especially carefully.  It would be a crying shame to excite your customers' interest and not be able to receive their responses.

Because you are charged by the word, the convention with lineage is to write in the style of a telegram.  So go through your draft advert and see how many words can be left out without changing the meaning.  For example:


Draft Advert
We have a great new business opportunity which can make you and your family more financially secure.  If you're interested in making some extra money, please call me, Bob, on 01234 567890 between 6pm and 10pm any day between Monday and Friday.


Shortened To
Great new business opportunity!  Make your family financially secure.  Phone Bob, 01234 567890, weekday evenings.

Check with your company.  They may already have thought up some effective wording you can use or modify.  Also they may have restrictions about where or how you advertise.  They may insist on approving your advert before it's published.

Make sure you proof read what you send for publication.  Spelling errors and nonsense wording make you look an idiot.  Incorrect contact details will lose you business and annoy your customers.

For most publications there is no flexibility about their advertising deadlines.  If you want your advert to go into a particular issue, get it to the publisher in good time for the deadline.  Make sure you tell them (preferably in writing) which issue you want it to go in.  If you don't tell them it'll be your own fault if it goes wrong.  And you won't be able to claim a refund.

Finally, do check that your advert appears when and where you intended - and without any typing errors.  Demand a re-run and a refund if they don't get it right.

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Display Adverts

You'll find display adverts in most publications.  They vary in size from small boxes up to complete pages.  They can include photos, drawings and logos which make them extremely effective.

The great advantages of display adverts are: (1) they can be made to stand out so they're very good for attracting the reader's attention, (2) they put across your sales message very powerfully, and (3) with the bigger adverts you can include a cut-out form for enquiries or "off-the-page" sales.

The main disadvantages are: (1) they have to look good so you may have to pay someone to design them and produce the "camera-ready copy", (2) the process takes a bit longer so you have to plan ahead, and (3) they cost more.

There are some basic rules for designing display adverts - but there is also great scope for artistic inspiration.  Like most things, the more you do the better you get.  Start by being clear what your advert is intended to achieve.

Many display adverts are part of a two-step campaign - where the object is to persuade the reader to phone, write, fax or email for more information.  If you want them to write, and you can afford the space, include an information request form for the reader to fill in and post to you.  This makes life easier for them.  And you  can make sure they fill in all information you need.  You can also put a code on the form so you know which advert and publication produced the response.

One-step campaigns - where the object of the advert is to persuade the reader to buy your product immediately - are less common.  You'll need to describe the product, persuade readers to buy, and tell them where to send their order and payment - which takes space and increases the cost.  If you can afford the space, include an order form for the reader to fill in and post to you.  This makes life easier for them.  And you can make sure they fill in all information you need.  You can also put a code on the form so you know which advert and publication produced the response.

Some publications give you a degree of choice about where your advert will appear.  Even if they don't offer this publicly it is worth making your preferences known to their ad sales people.  If you're talking about a series of adverts they'll probably try harder to meet your requirements. 

Front and back pages are seen by the most readers.  The inside front and back pages are almost as good.  However, publishers know this and usually charge more for these prime spots.  For some deep psychological reason many readers pay more attention to adverts placed on the top right hand corner of a page.  Some publishers may be willing to give you this position if you ask them.

If your chosen publication is divided into sections then your advert ought to appear in the most relevant section.  For example, an advert about garden sheds wants to go in the Gardening section.

If possible, try to get your display advert placed amongst, opposite or underneath the publication's news or feature articles.  People spend time reading these so there is more chance they'll notice your advert.  Plus it implies that the editor approves of your product (even though he/she may not intend that).  

A display advert in the midst of lots of lineage adverts stands out clearly - and will be the first thing scanned on that page.  The worst position is a small display advert in the midst of lots of other display adverts.  You'll have to use your artistic ingenuity to make your advert stand out from the crowd.

All display adverts should follow the tried and tested AIDA formula:

attract the reader's Attention
Interest the reader in the product
excite the reader's
Desire
ask for
Action from the reader

The big advantage of display adverts is that you can use photographs, drawings and logos to attract the readers attention to them.

If you can't afford the artwork, or you're limited for space, maybe you can use lines, boxes, large print or special typefaces to achieve the same effect.  Some publications offer colours, but these usually cost more.

Photographs or drawings of people help catch the attention.  Obviously they need to be happy people.  If your customers are mostly men then a picture of a woman will be most effective - and vice versa.  (Reverse that if your target market is gay people).

Pictures of the product don't just catch the attention.  They also help to arouse the reader's interest and desire.  They're especially important if you're trying to sell "off-the-page".  If you're selling a service then consider a picture of something related to it.  For example, a car for motor insurance, or someone on the phone for cheap calls.

Logos also work well, especially if the brand name is well known.

Short phrases enclosed in simple graphics (banners, stars, speech balloons, etc) can be used to attract the attention and put across key points.  For example, "Sale!", "Special Offer!", "New!", "Half Price!".

Use all these special effects sparingly.  A few of them will create a strong visual impression.  Too many looks fussy - or even a mess!  Leave some "white space" around the content as that helps to draw the reader's eyes.

The headline - the first phrase or sentence - is critical.  It should be written in large bold type, possibly capital letters, and separated from the rest of the text.  Use the headline to attract the reader's attention - and make your advert stand out from the rest.  Take some time thinking of alternative headlines and picking out the best.  You want people to stop and read your advert - not other things around it.

If your chosen publication has a broad readership, eg. the local paper, then your headline should probably specify your product, eg. Rare Books!.  This will only attract the attention of people who are genuinely interested in rare books.  And you won't risk getting lots of responses from people who don't go on to buy.

If your chosen publication has a specialist readership, eg. Bikers News, or you've placed it in a special section, eg. Gardening, then your headline can focus on what makes your product different from the rest.  For example, More Studs Than Any Other Jacket, or The Cheapest Sheds In Town.

Another powerful approach, especially suitable for advertising business opportunities, is to forget the product and lead with the benefit to the customer.  Examples include:  Be your own boss!  Earn in your spare time!  Improve your sex life!  Or you can use blatant attention grabbers like:  Free!  Brand New!  Only 2!  Two for the price of one!

The middle wording needs to interest the reader and build up their desire.  Where possible, emphasise the benefits for them.  Give enough information about the product so they understand what you're offering.  But, if you're two-stepping, don't attempt to do the job of your brochure or your telephone sales pitch.

Make good use of "power words" - words that make the reader sit up and take notice.  These include: avoid, bargain, bonus, discover, earn, easy, enjoy, exciting, exclusive, extra, fast, fortune, free, how to, learn, money, more, mystery, new, now, profit, save, special, win.  Don't force these words into your advert - but use them rather than weaker alternatives.

The tail end of the advert must tell the reader what to do next.  For example:  Phone 01234 567890 for details.  Send 4 x 26p stamps to Fred at ...  Visit our website at www.downline.co.uk.  Proof read this bit especially carefully.  It would be a crying shame to excite your customers' desire and not be able to receive their responses.

If you're selling "off-the-page" (one-stepping), include an order form for the reader to cut out, fill in and post to you.  This makes life easier for them.  And prompts them to fill in all information you need.  Put a code on the form so you know which advert and publication produced the response.  Make sure it tells them who to make out their cheque to, and clearly shows your postal address.

Check with your company.  They may already have some effective display adverts you can use or modify.  They can probably supply you with "camera ready copy" - which will save a lot of effort.  Also they may have restrictions about where or how you advertise.  They may insist on approving your advert before it's published.  You'll definitely need permission to use their trade names, photos and logos.

Make sure you proof read what you send for publication.  Spelling errors and nonsense wording make you look an idiot.  Incorrect contact details will lose you business and annoy your customers.

For most publications there is no flexibility about their advertising deadlines.  If you want your advert to go into a particular issue, get it to the publisher in good time for the deadline.  Make sure you tell them (preferably in writing) which issue you want it to go in.  If you don't tell them it'll be your own fault if it goes wrong.  And you won't be able to claim a refund.

You'll need to send them "camera ready copy" - a good quality original of your display advert.  It must be clear and sharp enough for them to photograph or scan into their publishing / printing system.  

For all but the glossiest magazines, you can produce acceptable camera ready copy using your PC with a good laser or inkjet printer.  If you don't have the expertise or the facilities you may have to pay someone else to do this.  Some publishers will produce the artwork for you - for a fee!

For very small adverts check whether the publisher can photo-reduce a larger original.  This may well give a sharper image than you can achieve directly from your PC's printer.

When you post your camera ready copy to the publisher - don't fold it!  It won't photograph cleanly with a fold line down the middle.  And put a stiffener or some padding in the envelope so your precious advert doesn't get mangled by the postman.

Finally, do check that your advert appears when and where you intended.  Demand a re-run and a refund if they don't get it right.

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Handling Responses

Telephone Calls

Good telephone manner is vitally important.  Speak clearly and at a comfortable speed - not too fast - not too slow.  Try to sound keen and interested in what the customer is saying.  But be yourself.  If you try to put on airs it will sound false.

Work out a standard greeting and use it whenever you answer an incoming call.  This should include your trading name - so the caller knows they've got through to the right number - and your name - so they know who they're dealing with.  For example: "Fred's Sheds - Harry speaking".

You should also get an answering machine to field your calls when you're out, or otherwise unavailable.  Murphy's Law says that the phone only rings when you're in the toilet.

Work out a standard message along the lines of: "Thank you for calling Fred's Sheds.  I'm sorry we can't take your call right now.  If you'd like to leave your name and number after the tone, we'll get back to you".  Note this doesn't say you're out (which might give a hint to burglars) and it doesn't say when you'll call back (which might raise false hopes).

Your friends and family may think you're a bit odd - but the only alternative is a separate phone number.  Answering with "Ullo?" will make your customers wonder just what kind of business they are dealing with.

You'll also have to train the family to answer the phone properly too.  Stroppy teenagers often baulk at this - it doesn't help their street cred.  Explaining that new clothes or computer games depend on business success may tip the balance.

Modern telephones are very good at picking up background noises - even with your hand over the mouthpiece.  For some reason the television, the kids fighting, and the toilet flushing - all sound much louder over the phone than they do in the room.  So try to find somewhere quiet for your business calls.  Never, ever, make remarks about the caller!  Assume they can hear everything.

If you just want to capture the callers details and send them an information pack then keep the call short and business-like.  Capture the bare minimum of information: name, address, postcode, phone number, what product they're interested in, and where they saw the advert.  Write it all down - there and then.  Keep a notepad and pen by the phone.  Human memory is notoriously unreliable - so don't rely on it!

If you want to clinch the sale over the phone then make sure you're well prepared.  Work out the key points of your sales pitch and rehearse how you're going to say them.  Emphasis and intonation can be quite important here.  Prepare counters for objections they might raise.  For example: "It costs more than brand X", "Yes, but you use less each time so it lasts longer".

Try to establish a personal relationship with the caller.  Make sure you get their name early on and use it occasionally.  If they mention their family, or their job, or where they live - show an interest, or tell them something similar about yourself.  But don't overdo this or you'll spend all the time gossiping rather than selling.  Make a note of key points.  They'll come in handy the next time you talk to them.

Listen carefully to what the caller is saying.  Ask them open questions (ones that can't be answered yes or no) so you're clear what they're looking / hoping for.  This should be a conversation - with them speaking as much as you.  Don't let it degenerate into a monologue.  Try to tune your comments to fit in with their train of thought.  Find ways to agree with them.  Simply dropping in the occasional "Yes" helps build a rapport.  Even if you have to disagree with them try to say "Yes, but ...".  

When you've told them about the product and its benefits, and they seem to be interested, you come to the crunch point - asking them to buy.  Sales people call this "closing the sale".  Don't approach this head on.  "Do you want to buy one?" comes across as aggressive - and allows them to answer "No".

Much better to ask them a question that implies they have decided to buy.  Like "How many would you like", "Which colour would you like?", "How would you like this delivering?", or "How would you like to pay?".  Usually they'll just answer the question and you can move swiftly on to capturing their order details.

Even if they baulk at this question all is not lost.  They'll probably say "I don't know" or "I haven't decided".  You just switch back into your sales pitch and try to close the sale when they've had a bit more time.

If you don't have the enough time to make the sales pitch - eg. you have to get the kids out of school - explain the problem, take the caller's name and phone number, and sort out a mutually convenient time to call them back.  You should call them (and pay the call charges) because you're the one causing the problem.  Whatever you promise to do - do it!  This is essential to build up their trust.

At the end, thank them for their call - and say goodbye.  Then wait for a second so they can hang up first (otherwise they may think you're glad to be rid of them).  You'd be surprised how many people forget these simple courtesies.

If you've promised to send the caller an information pack then get it on its way today!  Follow the guidance below about replying to letters, faxes and emails.

If you've taken an order from the caller then move it on to payment collection and delivery promptly.  If possible despatch the order today.  Fast delivery is always very impressive and makes them well-disposed towards further purchases.

Letters, Faxes and Emails

First rule - strike while the iron is hot!  Your customer has seen your advert and taken the time to ask for more information about your product.  It's vitally important to reply quickly while they're still keen.  Aim to post, fax or email your reply the same day.  If illness or absence delays your response then apologise!

Keep an accurate record of who has responded and what you have sent to them - with dates.  Store their personal details securely - and don't give this information away to anyone else.

What are you going to put in the reply?  Make sure it includes everything the customer needs to make their purchase decision and return their order.

Where possible, use the standard leaflets, brochures, price lists and order forms produced by the company who supplies your products.  They're usually well printed on glossy paper with nice pictures.  And the wording has usually been carefully crafted to present the product in a good light, explain the offer accurately, and comply with the law.  Substitute your own material at your peril.

Make sure your name and contact details appear on the material you send out - even if you have to add a sticky label to each item.  Adding a short personalised letter or note is a nice touch that can endear you to the customer.  But write it neatly (or type it) on quality paper - or you can undo all that goodwill at a stroke.  The same goes for the envelope.  Appearances really matter a lot.

If you're replying by fax or email then take your time to get the wording right.  Also lay out the text so it's easy to read and the page looks visually attractive.  You'll only get this one chance to make your pitch so prepare it with the same care as you lavished on the original advert.

You can use graphics on faxes to improve their appearance but check what they look like after faxing.  Shades of grey get changed to black or white which can have some unfortunate effects.

If you have a PC with a modem, try sending your faxes direct from the PC.  The appearance at the receiving end is often much better than if you send from a low-cost fax machine.

If you're replying by letter, make sure you put enough stamps on it.  Having the postman knock on their door to demand excess postage will put a customer right off you.  Check the weight of the sealed envelope on your kitchen scales if you're in any doubt.

If you can afford it, use first class postage for replies.  Second class may be cheaper but it allows the customer 24 hours longer to cool off and gives the impression you're less serious about wanting their business.

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Payments & Deliveries

With some schemes, the customer sends their payment to the company and orders are delivered direct to the customer.  This is the quickest, cheapest, and least error-prone approach.

With other schemes the network marketer has to collect payment from the customer and then pay the company.  The company delivers the order to the networker who forwards it to the customer.  If your scheme involves you in payments and deliveries then here are a few points to remember.

When you receive a cheque, make sure it's completed correctly.  The right date.  The right payee (the company or you depending on the scheme).  The right amount (in words and in figures).  Signed (with the right name).  Make sure the customer has put their cheque guarantee card number on the back of the cheque.

If you receive a payment by credit card or debit card (and your company accepts them) make sure you have all the necessary details.  Cardholder name?  Card number?  Expiry date?  Issue number (Switch cards only)?  Amount to be charged to the account?  Cardholder's address (as recorded by the card company)?  Delivery address (if different)?  Cardholder signature (not possible for telephone orders)?

Don't delay!  Send cheques and card payments to the company (or your bank) as soon as possible.  Send the order paperwork to the company at the same time together with any payment due.

As soon as you receive the goods, check the contents against the customer's order.  Chase the company immediately if there is anything wrong or missing.  Despatch the goods to the customer or call them to arrange a convenient time for personal delivery.  Your customers will be more inclined to buy again if you get the goods to them promptly.

Finally, remember to put a new order form in with the delivery so it's easy for your customer to order again.

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Following Up

Your campaign will have given you the names and contact details of paying customers (even if you didn't recover your costs).  Record these people in your customer list and guard it jealously.

Once you've captured a customer, follow up every few weeks/months.  Send them the latest brochure when it's updated.  Or phone them for a brief chat (but back off if they don't seem keen to be called).  Your aim is to encourage them to buy again.  Remember, it's much easier to get further orders than to find new customers.  

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Sanity Check

OK.  You've now worked out what adverts to place where, and what to do with the responses.  However, it's possible to design an advertising campaign that successfully sells products to customers - but ends up costing you money!  So, before you leap into action, take a short breather and conduct a Sanity Check on your plans.

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Review Results

At the end of your campaign you should review how well it worked so you can learn how to do better in future.  Count up how many responses your advert produced (and, if you're two stepping, how many orders).  Work out the value of the orders taken and your commission / profit.  Then take away your costs.  Did you recover your costs?  Earn a bit of extra cash?

Were the response rate, order rate and average order value what you predicted before you started?  If they were higher - well done, your campaign design worked better than expected.  Remember that publication and the key elements of your advert.  They're probably worth using again.

If your campaign didn't do as well as you hoped, have you any clues as to why it went wrong?  Should you use that publication again?  Was there something wrong with the advert?  Keep a note of what happened, and bear this hard-won learning in mind for future campaigns.

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Further Reading 

How To Create Successful Advertising Copy - Bob Leduc - Issue 31 - 31st August 2001

How To Increase The Response From Your Lead Generating Ads - Bob Leduc - Issue 30 - 10th August 2001

Paying The Search Engines - David Gikandi - Issue 26 - 18th May 2001

4 Ways To Get Your Prospect's Attention - Bob Leduc - Issue 25 - 4th May 2001

3 Ways To Get More Sales When You Advertise - Bob Leduc - Issue 24 - 20th April 2001

Advertising Pays - Felix Ferraro - Issue 23 - 30th March 2001

How To Create A Captivating Headline - Bob Leduc - Issue 21 - 16th February 2001

Google AdWords - Paul Nicholson - Issue 17 - 24th November 2000

Simple Low-Cost Marketing Methods Often Produce The Best Results - Bob Leduc - Issue 16 - 10th November 2000

Increase Your Sales And Profits With A Powerful Offer - Bob Leduc - Issue 12 - 22nd September 2000

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