- Advertise in publications most read by your target audience
- Always measure cost per response to choose the most effective advertising medium
- Put yourself in the target's shoes and emphasise the benefits of your offering - sell, don't tell
- Use plenty of white space for increased impact
- Include a graphic for increased impact
- Use of colour can attract up to 60% more response
- Headlines must be bold and grab the reader's attention
- Always make an offer and encourage response
- Make it easy for people to respond - include large phone numbers with fax and e-mail alternatives
- Stand out from the crowd, be different to attract higher response.
