"INFO-LOADING" CAN INCREASE
YOUR AD'S PULLING POWER


There are many faculties of thought on the way to write a successful direct-response ad, letter or brochure. Some say you would like to be subtle, some say be harsh, some say be round-about, some say be direct. there's one technique, though, that's coming to the forefront together of the foremost successful to use .

Info-Loading is that the sort of overloading a billboard with information about your product or service. the idea is, you give the customer more information than they'd ever want on your product/service, and they'll feel more confident about you and what you offer. Also, the customer that
actually reads through it all is that the one who's interested enough to shop for what you offer. the great news is, it works!

Here's the way to roll in the hay . Say you're planning a quarter-page display ad during a magazine. rather than leaving tons of white space, so it's open, and instead of putting pictures in to catch the attention , fill the entire space with text! Load it with the maximum amount information as you'll slot in , without making it unreadable. to stop it from looking sort of a grey blur when the reader's eyes scan through the page, put a bold, recorder round the ad, a bold headline, and emphasize important words and phrases with bold print.

You can do an equivalent thing with a mailing. Put together a four-page sales letter loaded with copy, then add a brochure/flyer that re-emphasizes the important points in even greater detail.

A few cautions with this system . First, confirm you really have something to say! We are so conditioned to being economical with our words in advertising that it will be hard to info-load without feeling repetitious. rather than rambling on about features, tell customers every single benefit they'll get from your product/service. BENEFIT is that the important word.

Give Info-Loading a try. counting on your audience and what you're trying to sell, you'll find that info-loading can load more sales into your bank account!