Marketing Your Business - Maximizing Your Marketing Profits12 Ways To Prepare Effective Classifieds
By Dr. Andrew S. Linick,Ph.D. The
Copyologist®
In general, classified ads enjoy better success when the goal is inquiries rather than direct orders, particularly when the product or service costs more than $10.
Classified space is much too limited to permit a sufficiently detailed order-pulling ad to be written. Consequently, it's primarily used for lead generation to be followed up with an order seeking direct mail package.
How can you maximize the results of your classified advertising? Try these 12 techniques:
1. To make the response as easy and inexpensive as possible for the reader, suggest that he respond on a postcard.
2. If you use newspapers, run in the Sunday edition. They usually have a higher circulation and a longer life.
3. Offer free literature, catalog, or sample prominently to encourage response.
4. Examine the classified advertising of competitors to determine if they are offering a more attractive proposition. If so, improve yours.
5. To determine the best publication for your classified, consider the volume of classifieds in each. Usually, the more classifieds, the better. It indicates that advertisers are successful in that publication.
6. Use classified advertising as a way to widen distribution. It's a good medium for finding agents, salespeople, and dealers.
7. Because space is limited and you're paying per word, every word of a classified copy my pay its way. That means you must be precise and specific while still delivering a basic appeal. The first word in your ad is critical. And forget the English rules.
8. It's better to use a home or business address than a Post Office box. There tends to be more "fly-by-nighters" with P.O. Box numbers using classifieds. You avoid that perception.
9. When requesting payment of a small amount, it's advisable to permit the reader to send coin, check, or stamps. It'll increase response.
10. Classifieds advertising can be used to supplement a space campaign. It gives you the opportunity to catch both the display and classified readers. Companies like Mail Order Associates and Specialty Merchandise Corporation have been doing it successfully for years.
11. Some publications charge by the line, others by the word. In either case, you can save money by using word-saving techniques like the following:
--If space is charged by the line, count the number of characters and spaces in the copy and determine the number of lines the copy will fill. If a single word runs over and takes an extra line for itself, eliminate one word of equal length from the copy and save the cost of a full line.
--Do not use multiple words when one will do. Twenty-five percent should be stated as 25%.
--If they charge by the word, not line, and you want to ad to appear bigger, don't abbreviate words. For instance, in your address you can spell out Boulevard rather than using the Blvd. abbreviation.
12. Key every advertisement so you can check results for future decision making. Key by publication, date, and ad.
[Editor's Note: Dr. Andrew Linick, Ph.D., The Copyologist©, states that he has sold 750+ million dollars worth of products & services for clients and himself by direct mail/mail order since 1968. For more details about his classified ad writing services, contact him at The Linick Group, Inc., Linick Building, 7 Putter Lane, P.O. Box 102, Middle Island, NY 11953-0102. Or call 631.924.3888. email: Linickgrp@att.net]
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