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O.K., let's suppose you are a chiropractor. Here in L.A., when I look under "chiropractors" I find there are 34 different listings. And, out of those 34, 12 of those doctors have gone to the additional expense of taking out a display ad. Their ads vary in size. The smallest one is 1-7/8 by 2…

Alright, you tell me... is there anything in any of those ads that would make you 400% more likely to go to one of those chiropractors instead of all the others?

I don't think so, either. And remember, these are the doctors who have paid extra for a display ad. The other doctors (the ones who are merely listed…

Not good enough. Let's see if we can do better. First, there is something you should remember...

Research Has Proven

People Are 5-Times

More Likely To Read

What Is (Or Appears To Be)

Editorial Matter Than

That Which Is Obviously

An Ad!

And, here is something else for you to remember...

When People Look

In The Yellow Pages

They Are Looking For

A "Solution."

In other words, when a person looks under "chiropractor", he's not only looking for a convenient doctor of chiropractic, he's also looking for a cure for his back pain, his…

WARNING: Don't Call

Any Chiropractor Until

You Read This Announcement!

Or perhaps, like this:

DOES YOUR BACK HURT?

Read This Before You

Make A Mistake And

Choose The Wrong Doctor!

Or this:

ARE YOU IN PAIN? If So,

Call (000) 000-0000 And Listen

To An Amazing Free Recorded Message

That Reveals An Amazing Way

To Stop Hurting Fast!

There is one thing common about all these headlines and that is...

They All Offer

News!

Now, the copy underneath those headlines must deliver on the promise in the headline. It should inform, educate, and then finally, give a compelling reason why the reader should choose the chiropractor who has written this "announcement" instead of all the others. And... not only is the message important... the format or the "look" of the message/ad can…

And, how should it look? The answer to that one is simple...

It Should Look Like

A Hot News Story

Taken Right Out A Newspaper!

WARNING: DON'T CALL

ANY CHIROPRACTOR UNTIL

YOU READ THIS!

Did you know not all chiropractors are the same?

Yes, it's true. Some chiro- practors only understand the Palmer method of spinal adjustment. While others, who are more enlightened, understand not only the Palmer method, but also, many new techniques that give a more rapid and complete relief to pain.

Do you hurt anywhere? Do you have a chronic back problem or a recurrent, nagging headache? If so, you should visit a chiro-practor who uses the new painless "accupressure without needles" mode of therapy.

Why? The answer is simple.

You see, this new technology can be used on your very first visit to reduce your back pain (or headache) pain by 375% in just 15-minutes!

That's the good news. The bad news is that there are only three chiropractors in California who use this new method of eliminating pain and there is…

So, if you need fast help, you should call (000) 000-0000 and make an appoint-ment with Dr. R.J. Layton who is (so) the only doctor in L.A. using this new "stop pain" technology.

By the way, the first visit is free.

Sort of like this:

Now listen: I just made that up. I really don't know much about chiropractic. But, that's not the point. The idea is to get you thinking about what kind of "news release" you can write which will give you the edge on your competitors.

Remember these points: (1) Offer news; (2) Offer a solution; and (3) If possible, offer something free.

And, Most Of All, Don't

Forget To Have Your

"News Release" Typeset

So It Looks Like "News"

And Not Like An Ad!

Remember all those ads from the phone book I showed you? Well, let me show you how much more eye-catching our "news release" is when it's set among these other "ordinary" ads. Look at the second page of ads I have reproduced with the ad done the way I say to do it.

Really stands out, doesn't it?

Sincerely,

Gary C. Halbert

P.S.

I was reading an excellent book called True Detective the other day and it reminded me of something. The main character in the book was a private eye who worked in Chicago during the Capone era. And, when he opened his little agency, he called it ACME DETECTIVE…

# aakh improve response

From:

WAY West of Jewfish Creek

Dear Friend & Subscriber,

I am now about to talk to you on the subject
of direct mail like nobody has ever talked to you before.

Listen: Last month I promised you that this
month I was going to reveal unto you 20-ways to increase the
response of your direct mail…

I am now about to keep that promise.

First of all, my ideas on increasing your
direct mail response without changing the verbiage of your
sales efforts are based on four main concepts.

#1

Nobody
will respond to your mail unless they read
your mail.

#2

Nobody
will read your mail unless they open
your mail.

#3

Nobody
will open your mail unless the post office delivers
your mail.

#4

The
post office will not deliver your mail unless your
mail is delivered to
the post office.

What's that? You say all this is obvious? You
say your mail is already being delivered to
the post office and being delivered by
the post office and being opened and read by all your
prospects? You say you've got all this elementary stuff
covered?