DO WRITE OUT ALL DETAILS In Your Ad Offer. Read It, Edit It,and Re-write It For A Shorter, Money Saving Effective Ad. "Think Small".DO FOLLOW ALL THE RULES When Writing Your Classified Ad. Usethese Ideas. Attention Interest Desire ActionDO USE A NAME With Each Classified Ad Including Your Envelopes.DO NOT CHARGE For Sales Letters Or Circulars.DO BE HONEST With All Your Classified Ad Claims.DO IDENTIFY Your Product.DO WRITE YOUR CLASSIFIED AD Simple, Clear And Direct.DO USE WORDS EVERYONE KNOWS And Everyone Will Understand Whatyour Are Saying.DO USE A WORD That Will Benefit A Reader.DO NOT OVERPRICE Your Product.DO ADVERTISE FREQUENTLY. Constant Exposure Creates A Familiaroffer With Better Response.DO OFFER A MONEY BACK GUARANTEE In Your Classified Ad,salesletter Or Circular If Possible. An Excellent Salestechnique!DO TEST YOUR AD In 2 Or 3 Smaller, Low Cost Publications. Record Results. Code Each Ad.DO READ PUBLICATIONS That Relate To Your Product. Write For Adrates, Paid Circulation, Discounts And Closing Dates. Keeprecords.DO HAVE ALL YOUR LITERATURE AND PRODUCTS Ready For Mailing Whenyour Ad Appears In The Publication Of Your Choice. Do Not Delayin Responding.DO USE THE COPYCAT METHOD. Do What Other Successful Advertisersare Doing. Only With A Slight Twist, Idea Or Offer.DO RUN SEVERAL ADS Worded Differently. Keep Records Of Results.DON'T OVER ADVERTISE. It Can Be Expensive. If You Want To, Doit Gradually.DON'T PRETEND YOU KNOW ALL THE ANSWERS. Because You Don't. Take Time To Find Out What You Need To Know.DON'T TRUST YOUR MEMORY. A Thought Will Leave You As Quickly Asit Came. Always Write Down A Good Idea. NOW!DON'T PLACE YOUR AD In The Wrong Classification.DON'T WASTE YOUR MONEY On Ad Words To Amuse Or Entertain, Butuse Words To Persuade, Inform And Sell Your Product.DO USE A SHORT BUSINESS NAME. Make It Easy To Pronounce Andremember. DON'T FORGET THE M.E.D.I.C.S. Motivation. Enthusiasm. Desire.Image. Creativity. Success!DON'T GIVE UP. If Your Ad Doesn't Pull After A Fair Exposure,try Re-writing It. One Or Two Different Words May Do The Trick.DON'T SPEND THE PROFITS. Re-invest The Money In More Continuousadvertising.DON'T FORGET, An Ad That Offers "FREE DETAILS" Means Writing Asales Letter Or Circular.AVOID HIGH TYPESETTING COSTS AND MISTAKESGetting Your Price Lists, Brochures, Catalogs Or Newsletterstypeset Does Not Necessarily Have To Be A Costly Procedure. Keep In Mind That The Main Cost In Typesetting Is The Timeinvolved In Setting Type. By Minimizing The Time Needed Tocreate A Typeset Piece You Can Effectively Keep Your Cost Down. The Following Suggestions Can Help Reduce Your Typesettingexpense.Know What You Want The FIRST Time Around. Have A Picture Inyour Mind. Trial And Error Can Be Costly. Don't Have Atypesetter Set It One Way, Then Decide A Different Format Wouldlook Better.Reduce And Eliminate Author's Corrections By Thorough Proofingand Re-proofing.Avoid Minimum Charges By Combining Small Jobs And Having Themset At The Same Time.Try To Use One Family Of Type To Save Time And Money By Avoidingfont Changes. The Consistent Look Is Better.Give Explicit Instructions On Marking Up Copy: Type Styles,column Widthsmargins.With A Large Job, Such As A Brochure Or Annual Report, Request Astyle Setting Proof Sheet To Get Approvals Before The Entire Jobis Done.Avoid Super Rush Jobs, Especially If You Don't Really Need Them.Avoid Lengthy Corrections On The Phone. You Might End Up Payingfor Corrections Later That Could Have Been Avoided If You Haddone Your Editing On Proof Sheets.Get The Layout Finished And Approved Before Having Type Set...the Same Goes For Copy, Of Course.Avoid The Use Of "run-arounds" (reducing The Width Of The Copyto Make Room For A Photo In The Column, For Example). If You Douse Them, Use Simple Shapes, Boxes, Squares.Avoid The Use Of Curved Or Angular Type. Type Reading Left Toright On A Page (for Example, This Report) Is Faster And Lessexpensive To Set Than Copy That Is Set In A Curve Or Runningsideways On The Page.The Use Of Unjustified Text And Captions Is Less Expensive Thanjustified Because It Sets Quicker, Costing Less Time.Don't Depend On The Typesetter To Read Your Mind. Be Specific.
