Best Ads
Every business must use advertising. Customers can’t buy fromyou if they don’t know you exist. But you must advertisesmartly. You must keep track of which publications draw the mostresponses, as well as which ad copy is best. This can be done byKEYING your ads.
A key is the identification code you use in your ad. It showsyou which publication, date, and ad copy brought in theresponse. Keying your ads is simple to do, and can be done in afew different ways.
The easiest and most common way to key your ads is to attach thekey code to your address. For example, if your address is 123Main St., your keyed address might look like ” 123-PSSB MainSt.” The PSSB is the key, and could signify Popular Science, Mayissue, ad copy B. This method is used primarily by mail orderdealers.
The addition of the key to your address should not pose problemsfor the post office, but it’s still a good idea to contact yourpostmaster. Show him or her the keys you intend to use and gettheir opinion. They will know which formats will be disruptiveto delivery.
If you use the phone for responses, you can put a “DepartmentNumber” in your ad, and instruct the customer to ask for thedepartment when calling. You or your phone operators would thentake note of the code and use it to tally your responses.
Finally, a good way to check which of your mailings or flyersare succeeding is to use different colors of paper. For example,if you are testing three different mailing lists, use threedifferent colored papers, one to each list. You can theninstantly tell when you receive order blanks which list theresponse came from.
Be sure to keep a list of your key codes and what theycorrespond to. By doing this, you can tell which publicationsare worth continuing your ads in, which should be cancelled, andwhich ad copy should be used. This will allow you to pour yourad funds into the most worthwhile places, and reap the benefits!
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