13 Things to Know About Classified Ads
By Matt Bacak
Everyday I pick the local dailies and go straight to the classifieds just to check on some of the available services I would need instantly. It was very handy when I was looking for a house to move into, an affordable lawyer to help me register a company, help a cousin choose a car, etc. I can go on and on.
What is striking is that for a long time, I did not see how I would use this section of the dailies because of the following limitations:
1. It does not allow photos, and if it does it would be too small.
2. It does not provide many details and would not be suitable for marketing.
3. It is surrounded by a sea of other ads and would not be spotted easily.
4. It gives no space to demonstrate some of the valuable benefits for your products or services.
5. You have no place to place testimonials. These limitations kept me away from using this section. When I learnt of the advantages from a friend, I wondered why I had been so stupid to block my mind. It was not a bad option after all, since:
6. They are inexpensive. This was an advantage I had trouble understanding. Payment is based on the number of words or lines the ad copy has. This only means that you only put what you need and you can run a series of words.
7. The inexpensive nature makes it possible to reach prospects on a daily basis without stressing on you account.
8. I learned that in a growing economy like Kenya, about 2 million readers go to the classified section on a daily basis. Even 1% of the population as clientele in a month would be sufficient to run a business. Am sure bigger economies have bigger audiences.
9. Instead of testing an ad on a big copy and spend hundreds of dollars on it, with the classified, you can run a series of tests to see which aspect of you products would be good for advertising. This would improve your advertising efficiency.
10. If you want to know which title would work best for your products, the classified is the way to go. Ted Nicholas brainstormed on new book titles and narrowed his ideas to few titles. He would then run a classified ad and the one that pulled most response always won his heart and gave him success.
11. Ted Nicholas’ way can be used in testing new concepts in any field. Once you narrow down to a few options, the market can help you know the winner. Follow Ted’s steps and you will be safe.
12. It is great for generating leads. When putting your ad, prompt the reader to contact you via e-mail, phone, etc. Once they do this follow-up with a sales call.
13. The best thing about classifieds and target population is that it can be used locally, regionally or internationally. It is one tool that makes a small business be competitive on a small budget.
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