https://completemarkets.com/Article/article-post/1867/100-EASY-WAYS-TO-BEGIN-A-SALES-LETTER-PART-TWO/
... the hyphen out of 'touch up,' and dumped the weak 'looking' after 'dazzling.'...
https://completemarkets.com/Article/article-post/2580/Unleash-the-Power-of-Radio-Advertising/
...ling than the sound of trash being dumped into the garbage truck? Perhaps you ...
https://completemarkets.com/company/CompleteMarkets/Articles/content-package/IMMS-Library/TabCategory/article-post/1867/100-EASY-WAYS-TO-BEGIN-A-SALES-LETTER-PART-TWO/
... wistfulness. I'm looking at a letter selling computer software. The actual letter begins: Dear Friend. Have you ever wished that you could produce incredible-looking documents, construct bigger than life posters, build dazzling looking slide presentations-or even touch-up photographs and drawings, just like a world-class graphic artist might do? A workmanlike job-although I'd have hyphenated bigger-than-life, ' taken the hyphen out of touch up, ' and dumped the weak looking' after dazzling. These are tweakings, not objections. The opening does stand up. But this opening starts two-thirds of the way down the page. A batch of rock-em, sock-em display type above the greeting shouts: Now two PC Magazine's Editors' Choice Award-Winning Software Programs can be yours . . .Get three of the world's easiest to use desktop publishing packages, bundled together for ... do. This opening differs from #21, This is disgusting and you're the one to fix it, ' because You're in trouble' is a direct accusation of existing involvement instead of a command for post-trouble involvement. You're in trouble' or You and I are in trouble' is loaded with dynamite, and that should be a caution as well as a challenge. The driver of a dynamite truck usually gets a bonus for safe delivery . . . and a funeral for steering into an accident. As you undoubtedly already concluded, this opening explodes with force when used for fund raising and politics. The first sentence should include the word your' or our. A fund-raising letter should begin: Right now, our oceans are in serious trouble. Coral reefs, the marine equivalent of tropical rain ...
https://completemarkets.com/company/rodgers-associates-insurance-inc/Articles/content-package/Member-Content/TabCategory/article-post/2580/Unleash-the-Power-of-Radio-Advertising/
... you can combine type of station with time of day. For instance, to reach a business audience, you'd probably want to advertise on a station that's heavy on financial news. To further hone in on that audience, concentrate on drive-time. Would your agency consider advertising on a heavy-metal rock station? The kind where the music is perhaps just a tad more appealing than the sound of trash being dumped into the garbage truck? Perhaps you feel such surroundings aren't dignified enough. But suppose that Non-Standard Auto insurance is a big market for the agency. In that case, you'd better advertise on a station that reaches young people-and a heavy-metal station might be a natural. In fact, at least one of Jacobs' clients takes just such an approach. What percentage of the ad budget should be ... to radio versus television and print? There are no set answers. One of Jacobs' clients, a $100-million Cincinnati agency, puts almost all of its ad dollars into radio. This aggressive, sales-oriented agency believes the radio ads "warm up" prospects to producers who make cold calls. "That's one way to go-to put everything into one medium and do it almost year-round," Horst says. This agency drops its advertising only in December, when retail commercials dominate. Most agencies allocate a portion of their ad money to radio. "The key is for an agent to look at marketing objectives," Horst counsels. "Are the objectives broad-based, in the sense that the agent needs to build general name-awareness in the community? Or are they trying to be very specific about ...