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HOW TO MAKE YOUR CLASSIFIED ADS WORK and *Advertising needn't be expensive. There are many ways to advertise *expensively. The best of these is the classified ad. Unfortunately, too *many people misuse classified ads. They try to sell a product directly from *the ad. The best way to use a classified ad is as a "two-step" ad. *Traditionally, this has meant that the customer responds to a classified ad *in order to get more information. The flyers, pamphlets, etc. that you send *out do the selling. and *There's a new way, though, to get customers to buy your product by using a *classified ad. It's easy for the customer, it's quick, and, on the average, *gets a HIGHER response than display ads. It's called the "EXPANDING *CLASSIFIED AD." and *This method of advertising requires an answering machine. That's right. *You need an answering machine that can give an OUTGOING message of at least *three minutes. Your classified ad directs readers to call the phone number *of your answering machine, where they will here a powerful sales message for *your product or service. They are then directed to send an order to the *address you give on the tape, or they can leave their name and address, and *you will send your product COD (cash on delivery). If you can take credit *cards, they can leave their card # on the tape for payment (this is where *you get the BIG success!). and *The first and most important step is to write a sales message for your *product. Keep in mind that if you can leave a three minute message, you *really have only two minutes to describe the benefits your customer gets *from your product. Note I didn't say to describe your product. Describe *the benefits. and *For example, if you're selling a book on the secrets to succeeding in a *mail order business, don't tell them "My book has a chapter on mailing *lists, and a chapter on drop shipping, and a..." etc. Give them a forceful *explanation of how they will directly benefit by using your product: "You *won't waste anymore money on crummy mailing lists after you read my secrets *in chapter 4... You'll increase your profit margin by using the drop *shipping methods described in chapter 6." This is much more persuasive and *convincing to the listener, and will draw far more orders. * *Practice reading your message with enthusiasm. Make sure it fits into two *minutes, without sounding rushed. Deliver it in an exciting yet realistic *way. Your goal is to get the listener "pumped up," so their ready to part *with their money, just so they can share in the incredible secrets of your *product. Don't mislead them, give them the impression that you're confiding *in them. This will work. and *Now tape your message. Don't worry if you don't sound as polished as a TV *announcer. Just speak clearly, and with emotion. Use the third minute of *your message tape for ordering details. Give the customer an easy to *understand version of your address, for sending an order. Also, give them *complete details on your COD shipping, if you choose to do this. and *Next comes the classified ad. There is a way of wording an ad for this *purpose that is clearly better than other ways. Here is a sample which *you should be able to adapt to your product. It uses the product described *above: * *"Double your mail order business' profits! Incredible recorded message *tells secrets... Call (219) 555-5555 24 hours!" and *Because you don't have to use up words on an address, you can be more wordy *in your ad. The ad above, however, is only 15 words, which is the minimum *in many publications. It's exciting, though, with "Double...profits," *"Incredible," and "secrets" being the action words. "24 hours" will also *be a motivating phrase for readers. All this will end up jamming the phone *line listed in the ad, so be sure to use a second phone line, and not your *main line...you'll never be able to get any other calls! and *What will happen is that people will call from the ad, and, if your selling *message is good, they will order your product. Try placing a 15 word *classified ad that will actually sell your product! It can't be done. Yet, *by "expanding" your classified ad, you can actually draw sales at a far *lower expense than if you had to send out information, or place display ads. and and and and |
