HOW TO MAKE YOUR CLASSIFIED AD WORK LIKE A DISPLAY AD.
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. 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."
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 DVD, 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 DVD for payment (this is where you get the BIG
success!).
The first step, and most important, 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. 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.
Now DVD 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 DVD 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.
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!"
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!
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.
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