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 what

your are saying.

DO USE A WORD that will benefit a reader.

DO NOT OVERPRICE your product.

DO ADVERTISE FREQUENTLY. Constant exposure creates a familiar

offer with better response.

DO OFFER A MONEY BACK GUARANTEE in your classified ad,

salesletter or circular if possible. An excellent sales


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 ad

rates, paid circulation, discounts and closing dates. Keep



your ad appears in the publication of your choice. Do not delay

in responding.

DO USE THE COPYCAT METHOD. Do what other successful advertisers

are 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, do

it gradually.


Take time to find out what you need to know.

DON'T TRUST YOUR MEMORY. A thought will leave you as quickly as

it 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, but

use words to persuade, inform and sell your product.

DO USE A SHORT BUSINESS NAME. Make it easy to pronounce and


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 continuous


DON'T FORGET, an ad that offers "FREE DETAILS" means writing a

sales letter or circular.


Getting your price lists, brochures, catalogs or newsletters

typeset does not necessarily have to be a costly procedure.

Keep in mind that the main cost in typesetting is the time

involved in setting type. By minimizing the time needed to

create a typeset piece you can effectively keep your cost down.

The following suggestions can help reduce your typesetting


Know what you want the FIRST time around. Have a picture in

your mind. Trial and error can be costly. Don't have a

typesetter set it one way, then decide a different format would

look better.

Reduce and eliminate author's corrections by thorough proofing

and re-proofing.

Avoid minimum charges by combining small jobs and having them

set at the same time.

Try to use one family of type to save time and money by avoiding

font changes. The consistent look is better.

Give explicit instructions on marking up copy: type styles,

column widths/margins.

With a large job, such as a brochure or annual report, request a

style setting proof sheet to get approvals before the entire job

is done.

Avoid super rush jobs, especially if you don't really need them.

Avoid lengthy corrections on the phone. You might end up paying

for corrections later that could have been avoided if you had

done 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 copy

to make room for a photo in the column, for example). If you do

use them, use simple shapes, boxes, squares.

Avoid the use of curved or angular type. Type reading left to

right on a page (for example, this report) is faster and less

expensive to set than copy that is set in a curve or running

sideways on the page.

The use of unjustified text and captions is less expensive than

justified because it sets quicker, costing less time.

Don't depend on the typesetter to read your mind. Be specific.

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