You have permission to publish this article electronically or in print, free of charge, as long as
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 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 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 ad before, skip it. Only focus on those who repeatedly placed 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 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 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.
