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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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