16 Stick with the best elements of your proven mail offer. Don't change prices or add new elements unless there's a strong reason to do so.
17 Make every word count. This is the real challenge of space ad copy. Use the guts of what makes your mail package successful. Make careful, painful cuts to your mail copy.
18 Use long copy rather than big graphics. Use illustrations that draw readers to the ad, or don't use them at all. Photos of people tend to work better than photos of products alone.
19 Test one ad that you consider your best shot.
20 Be sure you make it easy for customers to respond. Check the basics—does the coupon have enough space for customers to fill it out?
21 Toll-free numbers offer a good opportunity to upsell. Fax numbers work well for business offers, particularly overseas.
22 Look for "editorial fit"—magazines that directly tie in with the nature of your product. If your offer ties in with a specific newspaper classification, such as "business services" or "real estate," you'll reach your target audience in the paper's well-read sections.
23 Look for a small, less-expensive publication in a category of magazines that have competition. If the ad is successful, you want to have a few ready places to try next.
24 Go with the media whose demographics most clearly match your target audience. Advertising media kits supply the basics on audience, but ask specific questions. Many magazines have independent readership surveys. Some also have a research analyst to help explain available data.
25 Look for audited, paid-circulation figures. People who pay for a magazine are more likely to read it carefully than those who get it free. Use only the paid-circulation figures to compute the cost per thousand (CPM). Media will promote readership figures, but these data often are unreliable and exaggerated.