HOW "INFO-LOADING" CAN INCREASE YOUR AD'S

HOW "INFO-LOADING" CAN INCREASE YOUR AD'S

PULLING POWER

There are many schools of thought on how to write a successful

direct-response ad, letter or brochure. Some say you need to be

subtle, some say be harsh, some say be round-about, some say be

direct. There is one technique, though, that is coming to the

forefront as one of the most successful to employ.

Info-Loading is the style of overloading an advertisement with

information about your product or service. The theory is, you give

the customer more information than they'd ever want on your

product/service, and they'll feel more confident about you and what

you offer. Also, the customer that actually reads through it all is the

one who's interested enough to buy what you offer. The good news

is, it works!

Here's how to do it. Say you're planning a quarter-page display ad

in a magazine. Instead of leaving a lot of white space, so it looks

open, and instead of putting pictures in to catch the eye, fill the

whole space with text! Load it with as much information as you can

fit in, without making it unreadable. To prevent it from looking like a

grey blur when the reader's eyes scan through the page, put a bold,

black box around the ad, a bold headline, and emphasize

important words and phrases with bold print.

You can do the same thing with a mailing. Put together a four-page

sales letter loaded with copy, then add a brochure/flyer that re-

emphasizes the important points in even greater detail.

A few cautions with this technique. First, make sure you actually

have something to say! We are so conditioned to being econo

mical with our words in advertising that it'll be hard to info-load

without feeling repetitious. Instead of rambling on about features,

tell customers every single benefit they'll get from your product/

service. BENEFIT is the important word.

Give Info-Loading a try. Depending on your audience and what

you're trying to sell, you may find that info-loading can load more

sales into your bank account!

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