Making The Most of Your Classified Ad
by Ivana Katz
Published on this site: July 18th, 2005 - See
more articles from this month...
Classified ads are one of the most inexpensive ways to advertise
your products or service. People read classified ads for a
purpose. They are specifically looking for products, services
and information that appeals to them.
Unfortunately many people misuse classified ads. They try
to sell a product directly from the ad. People read classified
ads for a purpose. They are specifically looking for products,
services and information that appeals to them.
Instead of wondering, speculating and experimenting with
your advertising budget, concentrate on offering free information
to attract as many interested prospects as possible for what
you have to offer. Realise from the beginning that your ad
should serve only one purpose: to target a specific audience
consisting of people who need and want what you have to offer.
The Best Way to Use a Classified Ad Is As a Two Step Process.
- You place a classified ad in your local newspaper/magazine.
The ad should be simple and straight to the point. It should
then direct readers to a website or to call a phone number
of your answering machine.
- Your customer will either visit your website or dial
the number where they will get a powerful sales message.
At the end customers are directed to send an order to the
address you give on the website/tape or they can leave their
contact details.
An example of such classified ad would be:
"Double your mail order business' profits. Incredible
recorded message tells secrets. Call 1234 5678 24hours or
visit www.yourcompany.com.au.
The selection of words you use is the most important aspect
of classified ad copy. You need to choose precisely but don't
skimp on words to save the cost in the ad.
Where to Place Classifieds?
The best advice in placing classifieds is to follow the leader.
Find where other goods in your category are being sold and
do the same. Although your product must have an appeal different
than the others, stay with the same pack and advertise in
the same publications.
If you do not charge anything in the classified ad, you will
get far more responses from the ad for free information than
you will for goods at any price. Charging a small fee to cover
postage or the cost of the inquiry will never make you break
even - people won't be bothered.
Test Test Test!
The most important element in mail order advertising is to
test. Not only do you need to find out if your product will
sell, but you have to find out what the best price is. You
have to test the magazines. One may not draw as many responses
as another. Or, after three months, it may not seem to pull
at all. Then switch to another publication.
Don't be too hasty in dropping a publication, however. Sometimes
it takes the repeat insertions of three or four months to
get the proper percentage of response. People become more
secure with a repeat ad or they may pass it by the first or
second time until they get around to writing for information.
Keying the Address
How do you determine what inquiry response came from which
ad? You code the company name or street address so you can
determine what ad pulled the response. The simple key is a
two part letter and number code. The letter stands for the
name of the publication and the number represents the month
the ad appeared. The best way to key is to add the code to
the address in the form of department, division or suite number.
Writing Classifieds
The best way to prepare copy is to first write about your
products/services at length. List all the major benefits and
features. What sticks out? What is so great about your product?
What can it do for the reader who will take the time to write
for more information? How can your product help? Will it show
how to earn money, does it offer self-improvement, can it
help accomplish something appealing and significant?
Choose a powerful heading that points out the most significant
aspect of your product. Follow up with a few words or details
and finish with a request to contact for more information.
The best word in a classified is "free", but you
must follow up with something free.
Some words you can use to increase sales appeal:
Absolutely, Amazing, Bargain, Beautiful, Colossal, Confidential,
Discount, Easily, Endorsed, Exciting, Exclusive, Expert, Guaranteed,
Immediately, Interesting, Latest, Outstanding, Proven, Quality,
Successful, Superior, Tested, Valuable, Wonderful.
Close your ad with an action-getting phrase, such as:
- Act Now.
- All sent free to introduce...
- Free booklet explains
- Get facts that help
- Investigate today
- Order Now!
- Don't delay
- Revealing booklet free
- Rush name for details
- Unique sample offer
- Offer limited
- Details free
Responding to Enquiries
Once you start getting responses from the classified ads,
you should send out your sales literature immediately, definitely
within one week. The goat is to convert the inquiry into a
sale and convert the sale into pure profit.
Your sales literature can be a one-page pitch for your product.
It doesn't have to be an expensive colour catalog. As you
get going, you may prepare a sales package and a series of
follow-up offers.
Follow up sales are where you are going to make your fortune.
Your classified draws the inquiries, the first order establishes
a good customer and the rest of the orders are pure gold.
The Response Package
A typical mail order package - called a conversion - consists
of a personal letter, a brochure, an order form and a return
envelope. Always start small. A simple one-page offer can
work as well as a fancy catalog. After you've built up a few
good selling products, you might print up a catalog
How to Prepare Sales Literature
The sales letter promotes you as well as your product. It
is a personal appeal to a potential buyer. You want the person
to feel special and have a reason not only to look through
the rest of the literature, but to buy your product.
The appearance of the sales letter is the most important
aspect. It should be on company letterhead, cleanly printed
and inviting to read. Write the sales letter as though you
are writing to a friend - keep it direct and personal. Present
yourself and your product as worthwhile, honest and desirable.
Follow through on the appeal, amplifying why the product
is desirable. Emphasize its value to the reader. Build credibility.
Answer the questions - will it make me a better or richer
or more secure person? Can it prevent worry, poverty, illness?
Why should anyone want to have it?
You should include a guarantee in all your ads and sales
literature and you must honour. Never send inferior merchandise
and deliver a complete product.
It is only through satisfied customers that you will get
repeat business and it is through repeat business that you
make more money.
For more information about writing effective classified ads,
you may wish to download a free copy of "Classified Ads
Secrets" Ebook from: http://www.web4business.com.au/ClassifiedAdSecrets.htm
Ivana Katz is a website designer (http://www.web4business.com.au)
and an associate member of Referralware/Coaching to Profits,
a company dedicated to teaching entrepreneurs how to reach
business success through a series of easy to follow steps
and hands on support. Learn how to crawl, walk and run in
the on-line business world. Find out more: http://www.businesssuccess101.com
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