| Business Leverage Points |
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| The Purpose of Any Advertisement |
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- 1) The true purpose of any advertisement is to get a RESPONSE
- 2) There must be a mechanism for potential customers to respond. Phone number etc
- 3) Have a system to receive and convert responses
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| Examples |
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1) Call now for your FREE booklet entitled "Building a Backyard Pool"
2) Detachable coupons that encourage readers to send in for more information
3) Toll free telephone numbers
4) Create an offer for the first 'X' number that respond to an advertisement; like on the Demtel ads |
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