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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.
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
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About
the Author: Ivana Katz, Sydney, NSW, Australia