Online marketing gurus often advise you to use classified ads in real-world magazines to market your information products. Great advice-now, how do you do it?
Create a database with detailed information about the magazines you’ve targeted. Subscription base, distribution, frequency, ad-to-content ratio, reader profiles, and contact information should all be listed. Include columns to record which ads you ran, for how long, and how much they cost.
Use this database to track your efforts. Compare the number of readers or frequency of publication with response rates. Do split testing if you discover a real gem (that means run a slightly different ad in the same magazine and record response). Don’t be disappointed if response is single-digit percentages-that’s not bad. Avoid repeat advertising if your response is less than 5 percent, however. If you find one with double-digit response rates, break out the champagne!
Repeat the Process Frequently
Seek out more real-world publications to advertise your information products, and stick with the ones that work. Revisit media kits about once a year to find out if magazines have changed their information or policies. Write compelling, concise ads focused on one benefit at a time, and split test ads to find the sweet spots. Finally, track every effort completely.
Now you know the basics of how to use classified ads to market your information products. Not everyone who needs your publication spends every waking moment online. Target offline customers through classified ads and you’ll widen your circle of influence immensely.
If you found this article engaging, visit the links in the Resources box on the right to read more about how to use media kits, finding niche magazines that accept classified ads, and how to write a killer classified ad.