9 You're severely limited in terms of space; it cannot be a highly complex or difficult-to-explain offer.
Successful Space Ads
The following tips are from Margaret Rose Roberts, one of world's premier writers and consultants in the world of off-the-page advertising for direct marketers. She learned her craft working with the legendary Ted Nicholas (né Nick Peterson) and was president of his publishing company. Her specialty: Taking a direct mail control package and turning it into a successful advertisement, then negotiating the media buys. She can be reached at (870) 431-7729. (These tips are culled from the book "2,239 Tested Secrets for Direct Marketing Success," by Denny Hatch and Don Jackson, published by NTC Business Books.)
10 Space advertising may provide you with a large universe of untapped buyers.
11 Test a full-page ad. To get paying customers, don't skimp on space. Most mail-order products need as much selling copy as possible. Avoid the temptation to test a small ad first. It rarely will give meaningful results. Full-page ads command attention.
12 To cut costs, use a large ad in a small circulation magazine rather than a small ad in a large circulation book.
13 Full-page ads are more cost-effective and command better attention in print. Consider a test for a women's diet offer. With a budget of $10,000 we developed a media plan for full-page ads in five publications: a women's magazine, a weekly tabloid, a fitness magazine, a health magazine and a regional newspaper. More than 1.4 million potential buyers were reached at an average of $7/M, spreading the risk and improving the odds for a winner.
14 But if your product is inexpensive or self-explanatory, you may be able to test with a small display ad or even classified ad.
15 High-ticket items ($200 or more) sometimes are tested in a two-step approach, with a small display ad to generate inquiries.