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How to Generate a Massive
Amount of
Leads & Customers Using Classified Ads
If done properly, classified ads can easily generate
you a ton of leads & business. The key of
course would be placing the classified ad in the
proper category.
When
I was in the teeth whitening business, we were
looking for dealers to buy our product in bulk
to resell. In essence, we were searching out business
opportunity seekers. The USA Today Newspaper
had a Business Opportunity section in their classified
ads section. Our average dealer package cost $1,999.00.
Why
did we choose USA Today? Well, we calculated that
the readers of USA Today had a little more disposable
income, they were more educated and if they were
looking in the Business Opportunity section of
the newspaper, then we could probably sell them.
We
ran our ad in the weekend edition (Friday, Saturday
& Sunday). I believe the ad cost us about
$475 and the ad read something like this:
TEETH
WHITENING CASH EXPLOSION!
Cash in on this amazing industry. Thanks to
TV shows like Extreme Makeover, you're only
1 phone-call away from being Filthy RICH!
FREE Info at: www.our-website.com
Or Call Toll-FREE: 1.800.888.8888
Did
it work? Yes it did. On average, we received about
30-35 calls every weekend. With the average dealer
package costing $1,999.00, we generally closed
on 3-4 deals…EACH WEEK! That's $8,000 weekly,
from a $475 investment!
It
doesn't matter what industry you're in. Each paper
has a variety of categories and if you match your
product/service to the proper category, you can
achieve some amazing results. When writing classified
ads, you need to follow a few tips to maximize
the response rate.
#1,
don't try and sell your product in the ad. There
simply isn't enough space to do that. The people
who saw our ad had the option to go to the website
or call us for additional information. Did I try
to sell them on the phone? No I didn't. My goal
was to get their name, mailing address, email
address and phone number. I sent them a package
outlining the business opportunity. That package
was designed to sell them on the business, not
me.
If
they went to the website, the website sold the
heck out of them. The website had everything the
mailing piece had. Either way, they received all
the information they needed to make a decision.
Most
people make the mistake of trying to sell their
product in the ad and that's bad. As stated earlier,
there is no room in that small space to create
value of the product or service. That could only
be done with a direct mail piece or a direct response
written website.
And
I'm going to repeat this one more time. Don't
ever try to sell your product in that ad. You
should craft a very detailed information package
to send to these 'qualified prospects'. Your ad
should direct them to request more information…whether
it instructs them to download a free report from
your website, or to call your 24-hour voicemail
recording and leave their name and address to
receive their free information package.
Trust
me…they'll leave their name and address to
receive the package if you wrote the ad properly.
Here's an example:
Anti-Aging
Secrets Exposed!
Try it and see the results for yourself.
Leave name & address on 24-hr
recording to receive FREE samples
via mail. 404.404.4040
This
is an ad I ran for an Arbonne distributor who
had sample packs for an anti-aging product. The
ad work extremely well…and while she sold
many anti-aging products, she got even more customers
to buy other Arbonne products. Why was this ad
effective…. let's break it down!
Everybody
loves a secret and giving away free samples didn't
hurt either. If we didn't put the following: "Leave
name and address on 24-hr recording" we would
not have received nearly as many calls. How do
I know? Because we tested it. By allowing people
to leave a message on a recording, they don't
feel threatened. They know they're isn't going
to be someone on the other end of the phone trying
to sell them something. That's why this works
so well…
It's
our job to sell them…when people left their
names and addresses, we sent them the samples,
along with a sales letter…several purchased
right away, while it took a 2nd letter to get
more to buy…on the third mailing we sent
a Arbonne catalog. Can you guess what happened?
Many of them actually picked up the phone and
called the distributor to purchase other beauty
related products.
The
ad above cost about $47 dollars to run for 7 days…this
was in one of those counties that had their own
newspaper, with a population of about 90,000 people.
I
don't mean to babble on, but I want to give you
as much information as possible. In another example,
I ran a roommate matching service. I grew the
business strictly through classified ads. Here
is an example of the ad I ran (I don't have it
in front of me, so it may vary slightly).
Find
a Local Roommate
to Share the Expenses
We match them, screen
them, & do background
checks. Call 24-hr recording
for more info: 404.404.4040
What
did they hear on that voice recording? Well…it
was a 7 minute pitch explaining exactly what it
was we do…I know, some of you are thinking
who in the world would listen to a 7 minute spill
on the telephone?
Well…anybody
looking for a roommate would listen to a 20 minute
spill if it lasted that long. The people looking
to use my service want all the information they'd
need to make a decision on whether or not to use
my service.
The
7-minute pitch discussed how we match them and
screen them. It also discussed the type of background
checks being performed. It also explained how
much they'd pay and it also discussed some very
basic safety issues.
We
charged $150 bucks to be split amongst the 2 roommates
once we made a match.
Now…after
listening to a 7-minute pitch, it told them to
leave their name and telephone number if they
were interested in moving forward. And guess what?
Those who left their names and phone numbers didn't
have to be sold. They were already sold! And,
I didn't have to go over the same spill 30 times
a day…. the voice recording did it for me
and I simply checked my messages twice a day and
spent the rest of my day 'having a life'.
Classified
ads marketing works and it works well…Try
it!
Put
your name & email address to get notified
of new article
postings. I also have some great people lined
up to do interviews
and you'll get tons of information to help jumpstart
your business.
Sincerely,
Cartess Ross
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