Big Results From Small Ads

Did you know that classified ads out perform display ads 
in most print publications?  Yep, it's absolutely true.  
Classified ads can be a powerful tool to a marketing
campaign.  But with cyberspace the rules have changed
because now we have online ads and we have offline ads. 
While they share the same name, classified, they are
indeed different breeds and need to be treated as such. 
Both can work for you if you use them correctly and
diligently. 

E-business has brought about a phenomenon in the minds of 
new business people not heard of before the Internet.  The 
illusion that they can take a business online, invest
nothing financially and make their business thrive. 
Unfortunately it is just that, an illusion.  But before
you get panicked about your pocket book let me assure you
that a small investment can go a very long way with the
Internet stretching it's value beyond anything Wall Street
could hope for.  The trick is to combine offline
techniques with online repeat-a-bility.  The first cost
you a bit of money, the second stretches the life out of
it.  

So how does it work?  First you become acquainted with
offline classified ads.  If the first thing that popped
into your mind is newspapers, think again.  Not JUST
newspapers, but classified fliers, mainstream magazines,
trade publications, print newsletters and more. 
Classifieds are everywhere.  If you have noticed it's time
to.  Take a trip to your nearest big name bookstore and
browse the magazine sections for an hour.  Bet you didn't
know so many sported classified sections and some of those
ads don't cost very much.  

Here is the clincher.  If you are running a business on the
Internet, one of the most effective avenues for getting
real, live, buying attention is to advertise OFFline. 
Yep, amazing huh?  This is where classified ads come in. 
Display ads are expensive and small businesses are not in
a position to afford them, especially if they don't
perform.  Well get this.  Display ads are more useful for
solidifying branding than bringing in sales.  If you want
a sale, the classified are where it's at.  

But before you rush in and plunk down money, do your
research.  Read classifieds in all the publications where
your target buyers are reading.  Understand the dynamics
of what makes one classified work and another fail.  Then
pick your markets.  If a magazine only has a very small
classified ad section, dump it.  They aren't known for
their classifieds and their readers probably won't read
what they do print.  Some magazines lend themselves to
classified reading.  Mother Earth News is one of these. 
Readers of this publication would rather read the
classifieds than the display ads and consider the
classified section a vital, have-to-read part of the
magazine.  Many other print publications lend themselves 
to this same thinking.  You know who they are by the size 
of their classified section. 

Now that you have an eye on certain publications go to the 
library and compare the ads.  Find back issues of the
magazine spanning several months or even a couple of
years.  Compare which classified ads are running time and
time again?  That's simple, the successful ones.  These
will serve as your ad tutorials.  Look closely, study
intently and learn their writing methods.  

Then make your selections and place your ads.  Never place 
just one.  Plan to place in several issues and be aware
that for magazines there is usually a three month lead
time.  This means if you don't advertise in an issue there
is a three month lag as well.  Use your URL prominently in
the ad. 

This works so well, it astounds business owners online who 
have forgotten that there really is life off the computer! 
So don't forget to live in both worlds, online and off.  
However, keep in mind that the same dynamics that work
online do not always work offline.  Be a marketing
maverick, do your research, cover your bases and watch
your business shoot to the stars!