Category: Paid Placement
Summary & Overview
Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals, e.g. free ads papers or Pennysavers. Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services.
Classified advertising is usually text-only and can consist of as little as the type of item being sold and a telephone number to call for more information. It can also have much more detail, such as name to contact, address to contact or visit, a detailed description of the product or products (“pants and sweaters, size 10” as opposed to “clothing”, “red 1996 Pontiac Grand Prix” as opposed to “automobile”). There are generally no pictures or other graphics within the advertisement, although sometimes a logo may be used.
Classified advertising is called such because it is generally grouped within the publication under headings classifying the product or service being offered (headings such as Accounting, Automobiles, Clothing, Farm Produce, For Sale, For Rent, etc.) and is grouped entirely in a distinct section of the periodical, which makes it distinct from display advertising, which often contains graphics or other art work and which is more typically distributed throughout a publication adjacent to editorial content.
A hybrid of the two forms — classified display advertising — may often be found, in which categorized advertisements with larger amounts of graphical detail can be found among the text listings of a classified advertising section in a publication. Business opportunities often use classifieds to sell their services, usually employing 1-800 numbers. Classified ads are also among the tools used by many companies in recruitment for available job opportunities.
Printed classified ads are typically just a few column lines in length, and they are often filled with abbreviations to save space and money.
Setup Time
Less than 1 Hour.
Ongoing Maintenance
None.
Cost
Varies.
Speed of Results
Quick.
Basic Use
Even though internet marketing has taken the world by storm, many people still view print media as a more “credible” resource. Placing a classified or display ad in a newspaper can be both effective and inexpensive.
In addition, this low-cost method can be a great way to plan your advertising out for weeks at a time. You are also able to target a very specific demographic with newspapers.
Basic Action Steps
- Choose a Demographic
Step One: Identify Your Targeted Demographic
Option One: Target Affluent Geographic Areas
Not only will you be advertising to individuals who are already financially successful but are looking for more time freedom, you’ll also be advertising to all the people who work FOR the successful people with money and want their lifestyle.
Look for areas with any of the following:
• Golf Courses
• Country Clubs
• High End Retail Stores (i.e. Nordstrom, Saks Fifth Avenue, etc..)
Option Two: Target an Area Hard-Hit by Corporate Layoffs
Not only are these professionals out of work, but many of them may have received severance packages and are frustrated that they had so little control over their future. Oftentimes these people are ready for a significant life change.
Option Three: Target an Area You Know
You can always start with someplace familiar, such as your community newspaper.
Step Two: Make a list of 10 to 15 cities or areas that match your desired demographic.
Step Three: Research Newspapers in Those Areas
• Choose daily newspapers that have a Sunday edition.
• Circulations of 50,000 - 120,000 generally pull the most leads.
• Stay away from huge newspapers like USA Today. Your ad is likely to go unnoticed and your cost per lead will likely be expensive.
• You want to make sure people are reading the newspaper for valuable content.
• Avoid Free Newspapers - ones that require you pay for the subscription, will have a higher quality audience.
• Look at their website, if available, to see if they also offer online classified advertising.
Step Four: Research Advertising Rates
Look at their website, if available, to see if they have posted their advertising rates. Oftentimes these are negotiable so it’s helpful to know what the posted rates are before you speak with a salesperson.
Step Five: Write Your Ad Copy
Write a short and professional sounding ad that stimulates curiosity that will encourage the reader to take the next step, which is to either visit your website or call your telephone number. Your ad should not sound like a spammy “get rich quick scheme”. One of the best ways to test your own ad copy is to look at other ads and get clear on the type of ad that generates curiosity in you. Remember the goal of your ad is to sell the click (or call), not to sell the whole deal.
Step Six: Place Your Ad
Have the following information ready before calling the newspaper to place your ad:
- Your Ad Copy
- Your Business Name: It’s important to introduce yourself confidently as “John Doe with John Doe Enterprises”. Your tone and confidence will set the mood for the rest of the phone call. Remember, they WANT you to spend money with them. YOU are the customer. Be sure to remember you cannot use TVI Express as your business name.
- Your Business Phone: You can either use an 800# or your own business line, just ensure the greeting is professional and consistent with the company name you gave the classified salesperson. They will likely call to verify the business is legitimate.
Be sure to ask the advertising salesperson about the availability of online classifieds too. Some newspapers will automatically place classified ads online without an additional charge and some newspapers charge only a nominal fee to have the ad included on their website.
Basic Tips & Tricks
• Always test each newspaper with one run first. Never commit to a long-term agreement before testing!
• Always first place your ad on Sundays (generally the highest circulation day) and add Wednesday if they have a good deal for both days. Don't the pay money to have your ad placed every day.
• Be professional and efficient with the advertising salesperson. Make sure you have all your information at hand so that you can quickly place your ad.
• When placing your ad in the “Sales Jobs” sections, you will get more leads. However, you will get a higher quality of lead by placing your ad in the “Business Opportunity” section.
• Experiment with both but first try placing your ad in the “Sales Jobs” section. Some newspapers will allow this, and some will not. If not, place your ad in the “Business Opportunity” section.
• Don't mention MLM or network marketing when placing your ad. You are simply looking to grow your sales force with qualified individuals.
• In your ad, do not use $250K. Choose a very specific number that sounds reasonable to people who are used to working in the “rat race.” For example “$120K+ potential”.
Intermediate Strategies
Some newspapers run special promotional inserts during certain times of the year (i.e. “Back to School”, etc.) or before certain community-specific events (such as a major festival, fair or community celebration). Ask your advertising salesperson if there are any special features or promotional publications planned for the near future. If so, determine if that particular demographic would be interested in your offer and inquire about advertising in that special publication. These inserts are generally well-read.
If you find that a particular newspaper pulls exceptionally well for you, consider testing a “Display” ad in addition to your classified ad. A “Display” ad is a larger ad placed in the body of the newspaper in and around the content.
Related Marketing Strategies
• Free Classifieds
• Magazines
• Google
• Directories
• Ezines
For questions about Newspapers, please send an email to resources@michaelwyrosdick.com with “Newspapers” in your subject line.
