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?
The Google AdWords model is great for composing concise ads. The restrictions really get you thinking: four lines total; 25 characters for the headline; 35 characters each for the next two lines; one line for the destination URL. That’s it.
While it’s not exactly a headline, the first few words of your ad should target the prospect’s hot buttons. Ask questions (“Are you healthy?” or “Are you a millionaire yet?”). Appeal to emotions (“Don’t lose your life’s savings” or “Raise kids with real values”). Touch anxiety (“Your job may be in danger” or “Your business is leaking profits”).
The next few words tell the prospect how your product will help. Concentrate on one benefit (not feature) per ad and create an ad for each benefit. Use small, simple words that pack a punch and cut out the fluff.
Finally, include a call to action and your destination URL. “Free report from example.com” is the classic, or “Access what you need to know from example.com” might work well. Use an action verb and be clear about what you want the prospect to do. Never say the word “visit” in your call to action; that’s the weakest word in online marketing.
You may have a little more room to write for a real-world publication, but the principle stands: be brief, be concise, and write several ads so you can test response.
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, tracking your online marketing efforts, and finding niche magazines that accept advertisements.