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The
Advisor
THE POWER OF CLASSIFIED ADVERTISING
Have you ever wondered if anybody really makes any money with classified ads? That's a question I wanted answers too recently, so I did a little research and found that there are a certain number of them that work extremely well, others that do all right, and still others that don't even produce a single response! What's the difference? As you can imagine, there are many variables that affect the success of a given classified or display ad, but there are a few things you can do to make sure you are stacking the odds in your favor. On of the biggest mistakes you can make is saying too much in too small and ad. For instance, forget about selling anything in a classified ad! That's right, forget about it! There just isn't enough room to make your case, so don't even try! Instead, use your classified ads to generate a hot qualified prospect. You can then use all the time and space you need to make your case by sending them your sales literature. I like to use classified ads to pique interest in a product or service. What that means is that I write about 10 to 15 words, rarely anything longer, that catch the reader's attention and propel them to take a specific action in order to get more information or a free sample. Since telling the whole story in a classified ad is simply impossible, get the prospect to respond. You can have them call you on the telephone, send you a letter requesting more information, or even have them look you up on the Internet, but never request the sale in your classified ad! If you really want to know what classified ads work and which ones don't, go to your local library and pick up old copies of the publication in which you are planning to advertise. Look for the classified section and take note of the ads that are in issue after issue. Do they change from issue to issue? If not, you've probably found a winning ad and can use that as a template when writing your classified ad. Headlines Your classified ads must begin with a powerful headline, or at least an attention-grabbing word. Remember, you've only got a split second to get your prospects attention. I like to put the end-result or ultimate benefit of what it is I'm selling right there in the headline. When my prospect reads my ad, they immediately see what they'll get/gain/earn/achieve and if they identify with the end result, then they will follow up for more information. Here are some examples of what I consider powerful headlines: "Earn 100k+ Per Year Working From Home!"As you can see, these headlines immediately pique interest by stating the end result up front. Now all you have to do to make these classified ads work is add the magic words; "Free information" and ask them to either call or write to you. If you have one, use a toll-free "800" or "888" telephone number to help increase response even more. That, in a nutshell is how to make use of inexpensive classified advertising. The only magic to it is to keep it short, make sure it has incredible, but believable impact, and remember that your goal is not to sell but rather to generate a qualified lead. Classified advertising, when properly used, is a great way to boost sales without spending thousands of dollars in advertising. It's also a great way to test headlines for sales letter, brochures and larger display advertising. So go ahead, write a few classified ads right now. Just ask yourself this question, "What's the ultimate benefit my prospect will gain by using my product or service?" The answer to that question then becomes the basis for your classified ad headline. Can you see how easy it is and how powerful it can be to use classified advertising in you marketing mix? Now place your ad in a number of publications and be ready to reply immediately to all the requests for free information you will get. Then as you send out your information, take note of how many prospects you convert to customers. You may find that your literature will need some fine-tuning. Make changes until you are get your desired results. Then what you will ave is a reliable, predictable marketing model you can use over and over again! That's how it's done. Are you ready to build your marketing model? Send me you classified ads and let me know how they work out for you! I always love hearing from you! (Mr. Imbriale is a nationally recognized business coach specializing in business development. For a free telephone coaching session contact him at roberti@ix.netcom.com, http://www.amabiznet.com, or 516 754 9144.) |