I happen to love classified ads as a way of generating new
business. But simply "placing tiny classifieds ads in
newspapers" does not work for most business-type applications -
despite what you may have heard on those infamous infomercials.
If you're buying and selling items of personal property like
vehicles, furniture, antiques, or sports equipment -- newspapers
may be the natural choice for your "one-of" product. You're
bound to find someone who is interested in your offer. But as a
business owner, you're looking for numerous sales of your
product to a narrowly defined group of prospects.
Would it be profitable for you to advertise locally and/or
expand "nationwide" through hundreds of newspapers as some
profess? My guess: No! Here's the reason:
Think of your typical newspaper. Now... why do people read it?
Everyone has their own preferences, but in general, readers pick
up the newspaper to peruse one or more of the following
sections:
* national news * international news * weather * sports * local
news * business news * special feature information * comics *
travel information * obituaries
Heck... some readers might even look forward to scanning the
classified ads to see what's new. But how many of these readers
are actual candidates for your product, business opportunity,
wonder gadget, or your amazing new health elixir?
Very few.
You see, newspapers attract a large cross-section of the general
population as a whole. So right off the bat, the percentage of
readers who are good potential candidates for your product, is
relatively low. These people are simply not good prospects for
your product.
Look... if you were in the market for a solution to a specific
problem, would you be scouting newspaper classified ads for that
special product that could change your life, business, finances,
or health forever?
Highly unlikely.
You'd probably start by choosing business magazines, trade
journals and carefully targeted newsletters. You might consult
with other business owners, or access online discussion groups
to solicit suggestions. But it's not very likely that you'd go
directly to the newspapers for this kind of thing.
Newspapers tend to reach everyone and "everyone" cannot possibly
be prime, grade-A prospects for whatever product you happen to
be offering.
The real value of magazine-type classified ads is that you're
able to specifically pinpoint your target prospect, based on the
subject matter and focus of each particular publication.
When someone responds to your ad in Entrepreneur for business
information, you can be fairly certain that they fit your
prospect profile. With this kind of a match, (product to
audience) your chances at success are far superior.
A free newsletter targeted at anyone interested in selling more
of anything is available at
www.makeyoursalessoar.com
About the author:
Robert Boduch is an author of dozens of best-selling books,
reports and articles on the art and science of selling. A free
newsletter targeted at anyone interested in selling more of
anything is available at
www.makeyoursalessoar.com
