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.
1. 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.
2. 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.
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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
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