Classifying the Classifieds
By Nola Redd
Many small business owners dismiss the classified ads, focusing their power instead on larger ads or other sources. However, I think the classifieds offer a number of opportunities, even in this growing digital world. Furthermore, the suggestions I would like to share can help you create free ads on websites such as Craigslist and Merchant Circle.
Classified ads can bring in more business than regular newspaper ads because they function somewhat like daily yellow pages. Though the numbers of yellow page subscribers shrinks each day, newspaper subscribers continue to remain more or less equal. Furthermore, most newspapers host their classifieds online, providing easier access for folks seeking to purchase a good or service. Thus, when people pick up a newspaper and thumb through the classifieds, they generally do so with a purpose, as compared to a contemporary ad that tends to appeal to a smaller percentage of readers who come in contact with it (although, granted, more folks flip past your regular ad than examine the classifieds). Thus, a classified ad can specifically target someone seeking a particular good or service.
Classified ads can also be effective at determining what type of verbiage will work best in full-scale advertising. If you run an ad with one headline or special, then run a second ad, you can determine which ad generates more business and focus your larger (and more expensive) advertising to reflect that. In this case, obviously, you will want to ensure ‘all other fields’ are equal; specifically, that the ad is run over the same days and preferably over a similar time period. For testing, you might consider running two ads at the same time and seeing which one generates more response, perhaps providing separate phone numbers or email addresses for callers.
Most classified ads cost significantly less than a full-scale ad, making them ideal for new and growing businesses. They can make a good ‘first step’, to be followed with other forms of marketing. But their low cost value makes them a great place for larger, established businesses to work. Furthermore, as a developing business, you have almost an open market, because the odds are good your competition will neglect these smaller morsels.
Some suggestions Jay Levinson gives in his Guerrilla Marketing Handbook include: When writing a classified ad, you may find yourself tempted to keep it short and cheap. Don’t. Take the opportunity to outshine your competition.
• Start with a good lead-in, a headline that stands out. Capitalize it.
• Include a way to contact you: phone, email, or website.
• Make sure your ad reads different from everyone else’s. Remember, you want to be unique.
And Denise O’Berry had some more great suggestions in her blog, Just for Small Business.
Both stress that the most important thing you can do is follow through. As Denise so aptly states in her title, “One ad is not a marketing campaign.” Levinson notes that the average consumer must see an ad nine times before they call – and that for every time they view the ad, they have missed it twice. This means that the ad must run 27 times before the average consumer contacts you! If you only run the ad on Sundays, that is nearly seven months! However, if it is run daily, then your call volume should increase after a month – again, on average. Remember that patience is key in all advertising, and run, run, run your ad!
Classifieds can be great for both new and established businesses. In addition to the conventional newspaper, make sure you scout out free sites such as Craigslist, or other online advertising posting arenas, such as local neighborhood sites like Merchant Circle or your city’s online websites.