Run a Classified Ad

You may never have bought anything after reading a classified business ad, but that doesn’t mean they don’t work. Somebody buys from them, or they wouldn’t have enjoyed the success that they do, and been able to command so much space in major daily newspapers, year after year after year.

Classified advertising is commonly divided into four categories: real estate, automotive, recruitment, and general public advertising.

There is a self-qualifying aspect to classified advertising. Specifically, most people who take the time to read through the listings are in the mood to buy, and are looking for a way to satisfy a current need or want. Therefore, most people who respond to your classified ad will have a genuine interest in what you have to offer.

The key to making classifieds work for you is testing. Test everything about your ads; publications, category placement, headlines, the offer, and your call to action.

The headline is by far the most important aspect, and is estimated to account for as much as 70% of the success of any ad. Make sure your headline is bold and that it relates to your prospects’ most pressing need or problem. Remember that most people who read classifieds do so in the hopes that they will be able to satisfy a current need or problem. What matters most to them? What do you have to say to get their attention, and lead them to read your ad instead of the ones before or after it?

People who read classified ads tend to screen out ads they have seen more than two or three times in a period of time. To offset this, you should adopt a practice of devising a few different ads for each offer, and rotating them every couple of days. You will stand a better chance of getting through to ad skimmers with your message.