| Enhance Your Business Identity | | | | boxes, punching out holes and so on. |
| All to often businesses try to cut corners to save a | | | | Getting a person mentally involved usually means using |
| few dollars and end up creating the wrong business | | | | illustration, photos and advertising copy. The object is |
| identity. Everything about your business from the office | | | | to lead a person to see oneself receiving a huge |
| stationery to the product or services you sell is a | | | | benefit from your offer and then taking the necessary |
| reflection of how prospects perceive who you are. | | | | action to get it. |
| No matter what size downline you have, you will build | | | | The following involvement devices are typical of those |
| and establish a reputation for the goods and services | | | | used by business of every size: |
| you deliver. A positive perception brings prospects | | | | Simple Questions: |
| back to buy. | | | | Design questions that can be answered quickly and |
| Perceived service or quality is the single most | | | | easily. Make the questions simple, un and interesting. |
| important factor in determining long-term profits. In | | | | Never use negative-type answers. |
| short, you must always give people a great deal for | | | | Choice Offers: |
| their money as they perceive it. Every business has an | | | | Giving people a choice in an ad, sales letter, or order |
| identity whether or not it has been planned. Those who | | | | form gets them involved. The choice of colors, the |
| have the most successful identities have made it | | | | length of a subscription, dates, or whatever else offers |
| happen. It takes much planning, hard work, dedication, | | | | a choice. |
| and consistency to develop a positive image. | | | | Adhesive Labels: |
| Make Ads Believable | | | | This involvement device involves having a person |
| Whether you decide to to advertise a product or | | | | transfer a label from one location to another. For |
| service that you believe will sell by direct mail, the | | | | example, this might be from a sales letter to the |
| inquiry follow-up method, magazines, newspapers, | | | | outside of a return envelope. |
| radio and so on-- the prospect must find your claims | | | | Stubs: |
| believable. Overstated claims are often ignored by | | | | Tear-off stubs can be retained as reminders of when |
| readers. | | | | a sale or drawing will occur, as a receipt, as a |
| Testimonials should always be used, especially when a | | | | guarantee, or as proof-of-purchase in a rebate offer. |
| claim appears to be overstated. Testimonials make | | | | All of the above are excellent involvement devices |
| claims credible and more believable. Endorsements | | | | that lead a person toward making a purchase. Use |
| from well-known persons, authorities or highly | | | | them to increase your sales. |
| credentialed people make any claim more believable. | | | | Write A Irresistible Teaser Copy |
| Seek them out and use them. | | | | Teaser copy is used as the words imply--to tease. |
| Your product claims should be believable in a reader's | | | | The first job of any advertiser is to get the ad opened |
| mind from the beginning to the end. The theme and | | | | so the recipient can read what's inside. An effective |
| delivery of your entire message should be believable | | | | teaser should focus on some huge benefit and be an |
| enough to lead a prospect to act and order. | | | | introduction to what your sales letter, ad or circular has |
| People are reluctant to believe grossly exaggerated | | | | to say. |
| claims. More often than not it is better to understate | | | | Teaser copy should stand out!! It should jump off the |
| exaggerated claims and zero in on the big benefits | | | | page and command a reader's attention and interest. |
| that are more believable. Make outlandish statements | | | | The most effective attention-getting copy usually |
| only if you can back it up. Make it easy for people to | | | | makes a promise that there is something worthwhile |
| believe your claims and esy for them to buy. | | | | inside of great benefit to them. |
| Using Involvement Devices To Increase Sales | | | | Don't make your teaser copy to be excessive. You |
| Any advertisement or direct mail package that gets a | | | | should only say enough to entice the reader to look |
| person either physically or mentally involved is called an | | | | inside. If you give to much information on the outside, |
| "involvement device." Getting a person physically | | | | readers may decide they already know what's |
| involved could mean moving a self-adhesive label from | | | | offered inside and never open it. It should be short and |
| on spot to another, answering questions, checking off | | | | to the point. |