CLASSIFIED ADS

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MARKETINGJanuary 9, 2007

10 Tips for Unleashing the Power of Classified Ads

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Note: This article was excerpted from Direct Response Advertising Made Easy, which is available from EntrepreneurPress.com.

An eager real estate agent wanted to use classifieds to generate leads for a home she had to sell. But to her surprise, her boss looked at her with a cold stare and said, "Honey, the people we want don't read classifieds."

Unfortunately, there are a number of myths associated with classifieds. And not surprisingly these views are often held by people who have lost money on classifieds or they simply have not done their homework. The scenario, in a sense, is like the classic story about the fox and the grapes. When the fox failed to get the grapes, he dismissed them as being no good anyway.

Although people can be mistaken about the value of classifieds, this is not to suggest that classifieds are without limitations. The truth is, because of the size of the ad, it does carry a number of built-in limitations, so to speak. For instance: It does not allow for photos; it is not suitable for detailed copy; it is surrounded by a mass of other ads; it doesn't provide space for demonstrating the benefits of a product; it doesn't allow space for testimonials, etc.