"Better Framing" Is Not Just What Better Carpenters Do...

Kick Mutt!

There are five elements in good advertising that I want to discuss here. I'm talking mainly about direct mail pieces, and I'm offering a video clip for discussion. Meantime, many businesses fall prey to making up in design, what they lack in ad copy. That is to say that amateurs make the mistake of thinking "pretty" mail pieces produce higher conversions than ugly ones.

It's been proven time and after time that {controlled for ad copy alone}, ugly pieces are read 2 to 1 over pretty pieces. Hmmm. Regardless of the "look", here are five elements to include in good advertising copy:

1. Clear.
2. Forceful.
   
3. Memorable.
   
4. Easy to understand.
5. Call to action.

Play the video below see how this advertiser included all five elements in the video. I'll say that this add is a bit cloying, but they sure get their point across.

Consider how you might improve your own advertising. This has been very helpful to me.

Really "Low-Budget" Postcards

I am a strong advocate for ugly, non-threatening postcard ad copy. With years of experience, and a boat-load of wasted money sending "pretty" postcards ---- I recommend a bigger boat-load of profits made by only sending non-coated (not shiny), plain 60#, 4x6, "Insane Asylum Green" postcards with bullets of information...

Meanwhile, check this out. This guy's approach is even more low budget! And I actually thought that was impossible until now! Take a look.

In a future post I'll give you some proven ideas for simple ad copy that really works at sifting out the "don't wanters" and converting them.