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Classified Ads - What Works & What Doesn’t
By: Diana Barnum
You have permission to publish this article electronically
or in print, free of charge, as long as the bylines are
included. A courtesy copy of your publication would be
appreciated - send to: diana@ohiohelp.net
Classified Ads - What Works & What Doesn’t
Do classified ads really work? Should you include an email
address or fax number in them? How about a call to action?
Questions like these are often brought to the attention of
OhioHelp.net, an Ohio-based company that specializes in helping
businesses worldwide with marketing, public relations and
freelance writing services. Here are some top tips they offer
based on their own client projects.
TOP TIPS FROM OHIOHELP.NET
I. CLASSIFIED AD PLACEMENT
Study the ads in publications where you would like to place yours
to see what works. And STUDY them like you'll have an exam over
them. If you didn't see the ad before, skip it. Only focus on
those who repeatedly placed the same ads - -these people are
selling off of them: bottom line.
While you’re at it, call some of those companies who are not your
direct competitors and ask how their ads pull (and log their
replies for reference). Exchange contact information and follow
up so that you can possibly team up with them later in a joint
venture and send clients back and forth.
Results show that small ads placed in inexpensive publications
generally bring in phone calls and clicks to websites, but no
email replies. And on the average, these callers reported having
limited or no Internet access along with limited or no computer /
email capabilities in their homes. If they had access at work, it
was limited and did not offer personal / private email. Toll-free
numbers brought in more responses than local numbers with area
codes. And fax numbers brought in nothing at all.
II. CLASSIFIED AD GIFTS
Sales increased with the inclusion of Gift and Reward items in a
call-to-action ad. Popular items were:
A. A No-Cost Information Kit that included a variety of tip
sheets,electronic books and software sent via downloadable
links in printed sales letters and included on disks or CDs. All
items were mailed Flat Rate via Priority Mail.
B. A Book / workbook set sent the same way or mailed Media Rate
in a manila envelope. Sets were for a trial period before
purchasing. And No-Cost Information Kits above were included in
the package.
C. A special “Freebie” item of their choice from our bookstore
was mailed or emailed with mention of the ad.
III. CLASSIFIED AD COPYWRITING
To increase customer contact, communication and overall sales,
include specific pricing in the ad; for example, say, “rates from
$39.” Also list an email address with a domain name and specific
person to contact. In other words, instead of emailing
info@aol.com , email diana@ohiohelp.net using a first name for
familiarity. (Note that some classifieds charge a 3-word count
for URLs but only a 1-word count for email addresses.) And use an
action verb in your call-to-action, “Mention Ad for…”
IV. CLASSIFIED TIPS
Remember:
· Keep up. Keep educating yourself and your helpers. For example,
inexpensive company subscriptions to a monthly ebook club
http://presssuccess.com/wholesale and the jvAlert Perpetual
Learning Series www.jvAlert.com/LearningSeries.aspx?id=1805 help
to catch up with the latest scoop -- what works and what doesn’t
work from top-level marketers & industry leaders.
· Prepackage info into autoresponders like:
http://presssuccess.com/AutoPilot with a 30-day no-cost trial period.
Then the info can be sent upon request immediately to prospective
clients. Treat information requests like proposals & include past
work you’ve done in the field, samples, references, additional
resources, your credentials, etc.
So sharpen your pencil or grab your keyboard and tune up your
classified campaigns. Testing and improving your ads can
definitely increase sales.
About the Author
By Diana Barnum, CEO of http://ohiohelp.net . For more help
with marketing, public relations and writing, email diana@ohiohelp.net
or call: (614)529-9459. Help yourself to no-cost ebooks and other goodies
at: http://movingaheadcommunications.com/freebies.html
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