These headings incorporate the profit appeal. Sex, Love, Romance Now Win His Love, Romance Can Be Yours, Don’t Be a Wallflower, Be More Attractive to Men. For more examples of this appeal, look at the ads of hand lotions, face soaps, cosmetics, perfumes, Hollywood movies, charm courses, marriage manuals. Many firms vary their appeals, according to the medium used. A hair dye may stress vanity and romance in a women’s publication, and in a men’s, security (pulling the wool over the eyes of the boss who always gets rid of the workhorse at the first gray hair). The manufacturer of a household gadget may stress profit (saving in cheaper price) and self-improvement (offering an agency to the buyer of the product). Height increasers, skin and hair preparations, etc. may and often do stress vanity and romance in the same advertisement. An insurance company will incorporate security (retirement), profit (savings in lower premium), and convenience (shop by mail-no fuss, no examination). Qualities of a Good Mail Order Ad Despite this heading, there is really no such thing as a good ad, judged merely by appearance, layout or art work. The merits are decided by pull. Unfortunately the most attractive, best prepared ad is frequently out-pulled by a so-called “inferior” one. The writer is personally familiar with several such instances.
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Direct Mail Special Report
05-31-2008
