How to: Get more newsletter subscribers

How to: Get more newsletter subscribers

You have a website which offers a free newsletter. Your visitors
are interested in the products and services that you offer.
So why doesn’t everyone sign up to receive your free
information?

So far, internet professionals have been able to narrow the
reasons to fear of the unknown, extra work, no time, lack
of trust, and ‘pain-in-the-butt’ factor. What does each of
these mean and what can you do to ensure that you are
getting as many sign ups as possible?

Fear of the unknown. When a visitor fills out a form and
clicks on the submit button he/she has no idea where they
will end up. Some forms redirect them to another website,
some to a thank you page that leaves the visitor hopelessly
lost, others to an ERROR page and then some forms ensure
that the person receives a mailbox full of offers they
didn’t actually want. So why do some visitors
hesitate to fill out forms? Fear of the unknown.

Extra work. As a website marketer, I would like to know each
of my customer’s first name, last name, email address,
telephone number, fax number, postal address, likes and
dislikes and lots of other information. This way I can
market to them more effectively. If I were to ask potential
subscribers to my newsletter for all of the information that
I would like, do you think they would take the time to fill
out a 50 part sign up form? Not likely. It involves too much
extra work.

No time. No one has time to waste these days. We don’t have
time to sleep, don’t have enough time for the kids, don’t have
time for the spouse and certainly don’t have time to fill out
a form to receive a newsletter that we don’t have time to read
in the first place.

So our challenge as internet marketers is to persuade our
potential subscribers that this is ‘must have’ information
that is easy to get, and doesn’t take a lot of time to read.

Lack of trust. The internet is a faceless, almost anonymous
way of doing business. You have to build a trust level with
your visitor in the shortest time possible. If your website
has minimal information about you, your location, or your
company and doesn’t look 100% professional, it is hard to build
up a trust level with your visitor. They are not sure what you
will do with the information that they give you. You have to
overcome their lack of trust.

Pain in the butt factor. And after all that, there’s still the
pain in the butt factor. It’s just more convenient for a
visitor to sit on their butt and surf, not having to fill out a
form, think, or use their head for anything else except
relaxing. If they have to put some work into it, well it’s just
a pain in the butt.

So how do we, as internet business owners, overcome all of
these objections and turn our surfer into a subscriber? Here
it is. The list of sure fire ways to get a respectable number
of your visitors to sign up for your newsletter.

1.Ensure your potential subscriber that they will be returned
to the page they are on, or at least be able to easily find
their way back. Tell them right there in your sign up area.
Give them a message such as “You will be returned to this page
after signing up for this newsletter”

2. Make your sign up form quick and easy. In this first phase
of capturing information, limit the fields to first name, last
name and email address. Better yet, use an instant info
capture pop-up. All the surfer has to do is click on the box
and you’ve got their real email address added to your database.
Later, you can ask for more detailed information as you build up
a trust level with them.

3. Give your readers high quality information. Make sure that
they feel you respect their time and are there to help them.
Keep your newsletter short and easy to digest at one sitting.
If you have a long newsletter, break it up into sections that
are easily digestible.

4. To overcome the surfer’s lack of trust, ensure them that
you will not give out, sell, or trade their information with
third parties. Make sure you tell them this right in the area
where they are signing up for your newsletter. This helps
build their trust level and makes them feel comfortable in
giving you their information.

5. And then there are some things that none of us can
overcome. If you have done your best to ensure your potential
subscriber that your intentions are true, you haven’t asked
for too much information and you’ve supplied them with the
information we’ve just covered, that’s all you can do. Not
everyone will sign up, but you’ve given it your best shot,
the rest is up to your visitor.

6. And this may be the clincher. Bribe them to fill out the
form! Give them a FREE ebook, a FREE report, FREE access, or
whatever you have that can sweeten the deal. This is very
basic, but it is common internet practice and it works.

By implementing these six steps in your newsletter marketing
you will increase your number of subscribers which will in
turn increase your ability to sell more ads and thereby
increase your profits.

To Your Success,
Rose Vidal
http://www.2forcash.com

 

 
How to: Get more newsletter subscribers

How Can I Organize My Classified Ads?

How Can I Organize My Classified Ads?

How often do you submit classified ads on the internet?
Daily, weekly, monthly? However often you do, I bet you
do it more often than you’d like to. That’s not
necessarily a bad thing. You need to advertise so other
people know you’re out there.

How organized are you though? Do you compose a new ad
every time you place an ad or do you copy and paste the
ad copy, forward an email, change the data etc. etc.?
It can certainly become a monotonous, timely chore and
being well organized can have great benefits. Creating
a document that holds your precious ads can save you
time!

Just think:

1. If you ever lose your inbox emails, you have a copy
of your ads and the related links saved in a different
place on your computer, so it also acts as a backup.

2. You don’t have to go searching through your inbox
folders for your affiliate link or go to the site to find
the recommended ads etc.

3. Placing an ad via email or directly to a site can now
take half the time because you have the ad preformatted
with the correct number of characters per line.

So organizing your ads starts as soon as you join a new
program. Here’s what to do and I’ve used MS Word as the
example program to use:

1. You receive a welcome email from a new program you’ve
joined and it contains your affiliate link. Copy the link.

2. Open your word document, I call mine Ads.doc (original
huh?). At the top of the document in the index, type in
the name of the program in alphabetical order, eg. Your Name
New-Z – Paste your promotion link here, eg.
http://Yourname.com/new-z.html

You will end up with a list of program names and links
here at the top of the document.

3. Scroll down to where the program will appear in your
document alphabetically and type the name of the program
again.

4. Select the name and insert a bookmark, (insert,
bookmark, type in abbreviated name of program). Bold the
name of the program so it stands out.

5. The line above the name is a good place to insert a
horizontal line format, borders and shading, horizontal
line, ok). I also place a ‘back to the top’ hyperlink
above the line – then I copy and past the line and the
link above each program name so if I want to get back to
the top quickly, I can.

6. Paste the link in again after the name of the program.

7. Now go back to the top of the document, select the
name of the program and insert a hyperlink to your
bookmark (click the hyperlink button on your toolbar,
click on bookmarks, and select the bookmark you just
created).

8. Now when you open the document and you want to copy an
ad for a particular program, you just click on the name
and it will take you to the right place.

9. Visit the site of the new program and copy ads, email
letters etc. or copy them from your welcome email and
paste them into the correct place under the name of the
program. Create your own ads, format your ads for emails
etc. or to the ezine’s guidelines that you will be
sending.

10. If you use ad tracking facilities, you will want to
add your tracking link under the name of the program in
the body of the document as well.

Once you have your document started, it’s easy to add new
programs and ads to it. I’ve had my document going for
about 1.5 years and it’s now 75 pages long! I also send
it to work so if I’m placing any ads from there, I know
all the links! Very handy! Remember to always test
your links to make sure they work, then you can trust your
Ads.doc implicitly!

Have a go at setting your own up and see how much easier
and quicker it is to select ads that you have used
previously and know work! If you have any trouble setting
your document up at all, feel free to email me and I will
set it up for you and email it to you.

You can also use the document for keeping track of URL
submissions to search engines and FFA Submitters etc. as
well, depending on the services and the software you
utilize.

This document also comes in handy for copying your program
links if you’re using a traffic generation program and
adding and deleting sites. Just open the document and copy
the appropriate link from the index and paste it into the
site where you’re working.

Have a go at your own and let me know what you think.
Good luck and happy advertisement placing!

To Your Success,
Rose Vidal
http://www.2forcash.com

 

 

Checkout Email marketing Secrets, great way to learn to market.

Free Tools To Source Distinctive Vocabulary For Your Ads

Free Tools To Source Distinctive Vocabulary For Your Ads

When you read through classified ads, what is it about an
ad that catches your attention? Is it the headline,
symbols used, the ad copy itself or even a spelling
mistake? Sometimes it can be a single ‘different’ word
that might look out of place or it might be a powerful
phrase. But whatever it is, it grabs you and makes you
read to the end of the ad. Your mission has been
accomplished!

This article will explore some of the tools and resources
you can use to obtain distinctive vocabulary to increase
your ‘word repertoire’. Use these new words in your ads
to make them *STAND OUT* from the crowd!

When I say ‘different’ words, I mean unusual, out of the
ordinary, unique and distinctive vocabulary. The
internet is a world of its own and a lot of what we
learned at English in school regarding sentence
construction has gone right out the window! Granted, a
lot of us like to remain civilized and use the ‘correct’
form of sentence construction, but if you don’t, you can
get away with it without losing marks! You can use slang
words and you can abbreviate words to shorten the
character length of a line. Space is an important issue
when placing an ad and we’re forever being restricted
regarding the amount of space we are permitted to use.

Many ads are written in the present context where you are
attempting to tell the reader about something that you
think is worth their time and efforts to explore. Let’s
look at an example of the vocabulary that can be used in
advertising.

Exclamation Vocabulary:
Here are some exclamation words and phrases that I’ve
seen used many times in ads.

– WOW!
– Fantastic!
– Check this OUT!
– Oh My Gosh, I can’t BELIEVE it!
– This is AMAZING!
– Never SEEN Before!

These are just a few of the many words that you regularly
see used in ads. Now let’s use some nifty tools to create
some new words.

*FREE TOOLS*

Using the following tools, we will find some distinctive
vocabulary to use in place of the word ‘fantastic’.

Thesaurus:
You’ve all heard of a ‘thesaurus’ right? And no, it’s not
a dinosaur! A thesaurus is used to find other words for a
particular word, or synonyms. I personally use the
thesaurus that comes with MS Word and it can be accessed
by clicking on the Tools menu, then clicking on Language
and Thesaurus. Alternatively, you can use online thesauri
for free like the following:

http://thesaurus.com

Entry Word: fantastic

Function: adjective

Text:

Synonyms: FICTITIOUS 1, chimerical, fanciful, fictional,
fictive, illusory, imaginary, suppositious, supposititious,
unreal
Related Word: implausible, incredible, unbelievable; absurd,
preposterous; irrational, unreasonable; deceptive, delusive,
delusory, misleading
Contrasted Words: common, commonplace, everyday, familiar,
ordinary; customary, prevailing, universal, usually
conceived or made without reference to reality Synonyms: antic, bizarre, grotesque
Related Word: adroit, clever, ingenious; eccentric, erratic,
odd, queer, singular, strange; absurd, nonsensical,
preposterous, ridiculous
Contrasted Words: factual, solid, sound, valid,
well-grounded; plausible, reasonable
Synonyms: FOOLISH, absurd, ||balmy, crazy, insane, loony,
preposterous, silly, unearthly, wacky
Synonyms: MONSTROUS, cracking, massive, monumental, mortal,
prodigious, stupendous, towering, tremendous
Synonyms: EXTRAVAGANT, preposterous, wild

The adjective “fantastic” has 5 senses.

1. antic, fantastic, fantastical, grotesque —
(ludicrously odd; “Hamlet’s assumed antic disposition”;
“fantastic Halloween costumes”; “a grotesque reflection in
the mirror”)

2. fantastic, howling(prenominal), marvelous, rattling
(prenominal), terrific, tremendous, wonderful, wondrous —
(extraordinarily good; used especially as intensifiers; “a
fantastic trip to the Orient”; “the film was fantastic!”;
“a howling success”; “a marvelous collection of rare books”;
“had a rattling conversation about politics”; “a tremendous
achievement”)

3. fantastic — (extravagantly fanciful and unrealistic;
foolish; “a fantastic idea of his own importance”)

4. fantastic, fantastical — (existing in fancy only;
“fantastic figures with bulbous heads the circumference of
a bushel”- Nathaniel Hawthorne)

5. fantastic, phenomenal — (exceedingly or unbelievably
great; “the bomb did fantastic damage”; “Samson is supposed
to have had fantastic strength”; “phenomenal feats of
memory”)

Words and phrases that have a meaning related to
fantastic: (45)

Synonyms: antic, extraordinary, fantastical, grotesque,
howling, marvelous, phenomenal, rattling, strange,
terrific, tremendous, unreal, unrealistic, unusual,
wonderful, wondrous

Often used in the same context: great, wonderful, amazing,
terrific, extraordinary, fabulous, tremendous, awesome,
marvelous, plastic, wondrous, phenomenal, spastic,
bombastic, dynamic, enthusiastic, super, unusual

Appears in the definition of: crazy, dream, figment,
magic realism, phantasmagoric, phantasmagorical, pipe
dream, surreal, surrealism, surrealistic,
transmogrification

If you join a new program and copy the affiliate email
sales letters or ad copy provided by the company, just
think how many other affiliates will be using the same ad!
Choose a descriptive exclamation word and use your new tool
to come up with some new ad copy that will be different from
the other affiliate’s ad copy! Test and track your ads for
response rates. Hopefully the response will be higher than
you expected!

Don’t be a sheep – lead the way and let your ad copy stand
out from the crowd! Always be an individual by using
distinctive vocabulary!

To Your Success,
Rose Vidal
http://www.2forcash.com

Done For you!

Banner Bonanza

Banner Bonanza

Here’s the deal. You have a website. You need to get traffic
to your website and you’ve decided that you’d like to use
banners to generate some fresh hits. This is a good idea.
Banners should be a tool in everyone’s marketing toolbox. So
where do you begin? Right here.

First, let’s take a look at the different ways you can get
your banner placed on other sites. The three top techniques
are:

1. Joint venture
2. Reciprocal links
3. Banner exchanges

You can use some or all of these techniques, depending on
how much space you want to devote to banners on your own
site.

One of the most focused and largely successful ways to get
your banner placed on someone else’s site is to offer them
a joint venture (JV). A joint venture works on the same
principles as an affiliate program.

1. Your JV partner places your banner on his/her site
2. A visitor from their site, clicks on your banner
and lands on your site
3. The visitor makes a purchase at your site
4. Your JV partner receives a percentage of your profits from
that sale

The easiest way to locate potential joint venture partners is
to go to your favorite search engine and type in keywords that
describe your site. Take the top 10 listings, visit the sites
and contact each webmaster by email asking if they would be
interested in a joint venture. Keep records of who you contact
and the response. Then go on to the next 10 on the list. This
method of finding potential joint venture partners allows you
to control which sites will be displaying your banner. It takes
some time to do this, but your banners appear on targeted sites
and often draw a better response than from other methods of
banner exchanging.

The next way to get your banner out in the market is to offer
reciprocal links. A reciprocal link is your agreement with
another webmaster to place their banner or text link on your
site, in return for them placing your banner or text link on
their site. Quite simply, you trade banners. This method works
well if you have some extra space that you would like to use
for banner advertising. You can target your prospects the same
way you did for joint ventures. This method of getting your
banners out in the marketplace will be limited to the amount
of space that you would like to devote to other people’s
banners on your site.
Best Banner Program-click here

Some banner sites allow you to specify the type of
content that you would like for your site. This is
beneficial, so you are not inadvertently showing a banner
with content that your visitors may find objectionable.

There are numerous ways to get your banner exposed online.
Whether you use a combination of all the different methods,
or concentrate on one or two, the important point is that
you have your banner out in the marketplace.

To Your Success,
Rose Vidal
http://www.2forcash.com

 

 

How to Make Use of Cheap Internet Banner Advertising

For years now, internet banner advertising has captured the World Wide Web for it has become a large help in saving an amount of money while reaching beyond territories. Banner advertising played a major part in market trafficking all over the internet and many individuals and companies have bought themselves these cheap internet banner advertising. Some made use of it financially; others have no idea on what to do with it.

With your cheap internet banner advertisement, would you just sit in front of your computer and wait for people to notice you? Would you let your company get trampled by other company’s marketing strategies?

Okay, so you admit you bought internet banner advertising, but does that mean you won’t do anything about it because it costs cheap?

These following steps will help you get up on your feet and make your cheap internet banner advertising priceless. With these simple instructions, there will always have traffic on your website.

First, to be able to capture the attention of your target audience, your title and topic should be thought of with concern. You have to make the people believe that your cheap internet banner advertising is worthy of their time. The advertisement has to meet the audience’s need.

For the people to bring attention to your internet banner advertising, you should be able to raise the curiosity and convince the people. You should be able to deliver your products or services with strong words that may lead the target audience at deciding.

You should be able to constructs words on your advertisements that could lead the target audience that you are directly talking to them to give a sense of familiarity on your services.

As you persuade the people by calling for them and directing them to buy or entail your services, they give importance to your business proposal. Your cheap internet-based banner advertising will become one of the sought for ads there are.

Make sure to present your ads to the global community repeatedly to get them familiar with you and your services.

Always remember that having a website doesn’t mean it could sell products by itself. You must be sure to accompany it with marketing strategies. By buying banner advertising, you or your company would save time and money while achieving market sales. These internet banners advertising may come cheap, but it could lead you or your company to riches.








Creating an Effective Advertising Campaign

Talk to almost any advertising agency, or Fortune 500 company exec about advertising and promotion, and you will almost certainly hear the buzz words “fragmented advertising” and “consumer-centric campaigns” and long discussions about the many pitfalls and difficulties of creating effective advertising campaigns today.

What is fragmentation exactly? It’s the increase in the number of available methods for getting your message to your audience.

One of the main difficulties faced by any entrepreneur is that advertising has changed and evolved over the last few years. It now includes visual, audio and electronic media.

In fact, if you do a Google search for advertising, you may feel overwhelmed by all the options available to you now — if you just look at the options for your Website you’ll find popups, popovers, audio messages, flash video, RSS, even animated “sales people” that can be programmed to appear right on your Website and interact with your customers. And that’s just the tip of the iceberg!

So is traditional advertising — which includes billboards, radio, television, newspaper and magazine — dead?

Not by a long shot. According to one top advertising mogul, traditional advertising methods are still around because they still work.

The trick is to figure out who your target market is, what they want, and how they look for that information.

Mark Twain said, “Many a small thing has been made large by the right kind of advertising.”

If you know customers, you can spend your advertising dollars on the mediums they use to look for answers.

If your customers are senior citizens who are not online, then focus the majority of your advertising dollars on the newspapers, magazines, television, and radio that they are reading, watching or listening to.

If your target market are working parents, you need to know how, when and where they get their information. Is it on the Internet? What radio stations do they listen to? What magazines are they reading? Do they watch television? When? Why?

So what are your best options for creating an effective advertising campaign?

Here are some simple steps:

1. Know your audience. What do they want? Where do they shop? What do they read? How old are they? Where do they hang out? Do they need your product or services? Can they afford your product or services?

2. Know your competition. Be prepared to do a little detective work. What are your three main competitors doing to advertise? Where are they advertising? How often? What types of advertising methods are they using? How long have they been running? Are you reaching the same audience? Is your message different?

Look at what they’re doing right, and figure out creative ways that you can make your advertising just a little bit better, or differentiate yourself from the crowd.

3. Next take a look at what the “big dogs” in your field are doing, and see if you can adapt some of their methods to your target audience and your budget.

4. Know your message. What exactly are you trying to say? What do your customers want to hear? Why should they buy from you, and not someone else? Make every word count.

Chances are, your customers are much more tech-savvy than they were five years ago, or even one year ago. The Internet has made unbelievable amounts of information accessible, but it also has contributed to the “information overload” consumers complain of.

Another side effect of the Internet is that your customers have probably become used to getting “instant gratification” when they are looking for information, products or services. They want it, and they want it now. Are you giving your customers what they want, when they want it?

If you want to have an effective advertising campaign, don’t try to be everything to everyone. Think of your advertising as a conversation between you and your one “ideal” customer.
Remember, if you’re giving your customers what they want, they don’t perceive your ads as a nuisance, they see them as a service.

Traditional advertising is not dead and you can use it to your advantage if you pay attention to who your customers are, and what they want.

How to Syndicate Articles

You have a business. And you have a web site for that business. But you are lacking the desired traffic. You want to get the word out about your site. For this reason, you choose to write articles that are intended for marketing. Your problem now lies on how to syndicate those articles?

Step by Step
There are many ways that you can go about in syndicating your articles. Here are only some that you can consider as your basic guide especially if you are new to the concept.

1. Good content
You have to tap on to your target market in the very vast cyber world. And how are you going to do this? By providing what they are looking for. For example, you are selling mattresses and you want to capture people in the medical industry. Your articles can go like tips to finding a good mattress after an endless shift, or how about the medical benefits of a good mattress for someone in the medical field.

Those were just samples and at top of the head thoughts. The idea here is to know who you want to listen to you and make sure that they will really do.

2. Usually, the articles are short, from 500 to 2000 words depending on the requirement of the article submission site. The way to do is to establish yourself as an expert in the field of interest where you will be able to tap the kind of market who will be interested in buying the products that you are offering.

The articles should not be directly promoting your products. You may get banned from the article submission sites if you do so. There is an allotted space for you to advertise your web site and that can be found on the author’s bio. You can link that to your web site so the people who will be interested with you and what you have to offer would know where to go.

3. Decide on the article submission site
Use the vast resource available on the web to know what these good sites are. Stay away from the spammy type. You wouldn’t want to be associated with such. Track down which sites rank higher and which of them cater to the people whom you are targeting. Enlist on those sites and start submitting good articles.

4. You can also syndicate your articles to offline mediums such as newspapers or magazines. You will be able to tap onto a larger field this way. And you can also direct those people to your web site address.

5. RSS
This means Really Simple Syndication. This will distribute your articles widely suing an automatic process. Not only will you able to reach a broader audience, you will gain important backlinks to your web site.

At this day and age, syndicating your articles is easier. You just have to settle on how you will go about it. This will help you a lot in promoting your business because you will be able to get noticed by more people.

Now that you know some of the steps on how to syndicate your articles, you can start on pounding your brain and the keyboard to create articles that will really be helpful in helping you achieve your goals.

Co-op Advertising: A Win/Win Proposition

An easy way for a small business to expand its marketing budget is through cooperative advertising. Cooperative advertising, or as sometimes abbreviated Co-op, is when a producer of goods, for use by service providers or for resale, reimburses the advertising business in part or in full for advertising expenditures that involves its products.

These programs are widely available because quite simply they save the producers of goods money. Bottom line is that local advertising rates available to the advertising business are at least 20% lower than national advertising rates. Therefore, the benefit for the producers of goods is increased brand recognition within that market at the lower local advertising rates, enhanced reseller relations, and much more.

However, cooperative advertising programs are an integral part of the producers own strategic marketing plan and for this reason they may not only vary from producer to producer but from product to product. Also, because these programs are an integral part of the producers strategic marketing plan, stringent rules and regulations are often placed on cooperative advertising dollars.

These rules and regulations may cover media channels chosen, product placement, ad positioning and size, and much more. Additionally, there may be a separate set of guidelines that the advertising business must follow for financial reimbursement of advertising expenditures.

Because of the perceived complexity of cooperative advertising; businesses may feel intimated by the rules and regulations, not ask about cooperative advertising opportunities, or for help. A business owner or manager should ask every vendor that supplies the business with goods about what cooperative programs are available to the business and how the business can take advantage of these programs.

Once the advertising business has established its cooperative advertising programs with its vendors all necessary information should be shared with the representatives of the chosen media channels to ensure proper execution of the advertising to meet the producer’s rules and regulations.

Cooperative advertising is a win/win proposition for the producer and advertising business. These programs allow producers to increase brand recognition in the market at the much lower local advertising rates and allow the advertising business to increase its marketing budget at no additional cost to the business. All small businesses should actively pursue these valuable cooperative advertising opportunities.











Classified Advertising in Local Markets

Even with the growth of online classifieds and the increase in popularity in sites such as Craigslist, newspaper classifieds are still the preferred method of advertising for many wishing to sell unwanted items. This is evident in the number of print classified ads listed daily in newspapers and magazines throughout the country and worldwide. These advertisements may cost more than those which can be posted on the Internet, however, posting your classified advertisements in the newspaper will likely increase the chance of a sale as you are reaching a more local market.

It is unlikely that someone from across the country or around the world will want to purchase your used furniture, lawn mower or Kenmore washer and thus much of the traffic that would come to your Internet ad would be useless. However, due to the fact that most newspapers that feature classified advertisements have a local circulation, the chances of completing a sale through the newspaper greatly increase since the product can easily be obtained.

On the contrary, if you were to find a motorcycle for sale online and the seller lived in Florida while you resided in California, it would be very difficult to purchase the item. Furthermore, with the decreasing costs of advertising in the newspaper, many people find it a viable method of advertising the products they no longer need.

Another reason why classified advertisements are so popular in newspapers is because of the reach that many larger newspapers get. For example, a newspaper such as the Boston Globe, had hundreds of thousands of readers throughout the Boston area and throughout Massachusetts and southern New Hampshire and Vermont. Hence, if you are selling a product such as a car or other high-ticket item, many of these people may be interested in traveling a bit of a distance to make a purchase. By advertising in the classifieds section of larger newspapers, you are reaching an even greater number of potential customers within your local market.

Internet classified advertising does have some benefits such as it is very easy to post your ad and in certain circumstances your Internet classified advertisement may attract more visitors than your advertisement in the newspaper. Therefore, it is sensible to advertise your product on the Internet as well. By combining your newspaper and Internet advertising, you are sure to reach a large number of potential buyers in both the local and distant markets.

There are two types of classified advertisements which I would strongly recommend advertising primarily in newspapers. These types of advertisements would be promoting the sale of automobiles and low paying jobs. Many newspapers have a special section for these products/services and thus advertising these products in the newspapers is likely to reach more buyers in the local market.

Advertising higher paying jobs and hard to find items, such as a classic car, can do well on the Internet since people may be willing to travel far from home for these types of jobs or to acquire a unique item. If you are selling smaller sized items, such as jewelry, clothing or books, they can be sold utilizing online portals such as Ebay, since these products are fairly easy to ship to their destination and finding a local buyer is not as imperative.

In conclusion, you need to determine the best method of advertising for your item. Newspaper classifieds should always be considered since this medium can very often bring you the customer you are looking for to complete the sale. Depending on the type of item you are selling, advertising in the newspaper classifieds and locating a buyer within your locality can very well be the key to a successful transaction.Craigslist is the biggest and best classified site.

Closing in on Effective Advertising

Get out all the ads you ran last year. Go ahead. Tear them out of your magazines or newspapers (if you’re lucky enough to have proof sheets, so much the better). Tear out your competitor’s ads too—as many as you can get your hands on. Next, fold the company names, addresses and logos out of view. If the company names are in the headlines block them off with paper and tape. Now tape them up to the wall, putting yours on top, your competitors’ below. Now back off, at least five feet. We’re going to gradually close in on the most effective ad in the group (hopefully one of yours).

The “Eye Test” View

First, and this is very important, don’t read any of them. Instead give them a quick, visual once over—what I call the “Eye Test.” Do your ads stand out? Or do they dissolve into the mush of sameness? Remember, your audience will see your ad, not in a vacuum but with dozens of competitive ads in the same or similar magazines or newspapers. If your ads stand out, you’re ahead by a length.

Step in, Feel the Image

Now move in a little closer to your ads. Close enough to get the feel or image they project Like a new salesperson who walks through the door, the first thing people react to is the overall image he or she projects. It’s the same with advertising. The colors, the design, the typeface should be consistent with the image of your company. A tennis shoe salesperson can wear a referee shirt and a whistle around his or her neck, a medical sales rep can’t. If your ads are in sync with the image of your company, you’re a step closer to your audience—and a sale.

Are You Projecting a Consistent Look?

Next comes an equally important aspect: consistency. All your ads should project the same image. No, they don’t have to have the same visual or the same headline. They should, however, look like they all come from the same company. After all, this image is your “familiar face” in the crowd. It’s also something you worked very hard to create. And it’s uniquely yours, no one else’s. Just like a good salesperson who finally got in the door to make that first sale. You wouldn’t dream of switching salespeople after that. If your ads look like they came from several different companies, your audience might assume your product does. If your ads pass this test, effective advertising is within your reach. Which is exactly where you need to be for the next step.

Arm’s Length for Positioning

An arm’s length away from your favorite campaign of ads. The object of this test is to see how well you’ve positioned yourself. Yes, you can now read your ads, but not for details. How you position yourself should be fairly evident by the time you finish the first paragraph. Positioning is basically how your audience perceives your product, service or company. For example, businessmen, engineers and students all need computers, yet each has a different idea of what computers can do for them. Advertise a computer to a businessman and you might do better to position it a management or accounting tool. Students might respond better to an ad showing computers as a writing and study aid. And engineers would be better persuaded to buy a computer if you positioned it as a design or research tool. In each case, the products are the same but the positioning generates the unique appeal for any given market. And the greater the appeal, the greater the sales. If you’ve done your research, your positioning should bring the reader a little closer to your ad and your product.

Move in to One Ad

We’re now going to concentrate on one ad. So pick your favorite one and move in close enough to read it in comfort. The headline and visual should answer the question “what’s in it for me.” If it doesn’t do that quickly and effectively, your audience may gloss over it without ever bothering to read it. Some of the best salesmen in the world start their pitch with a direct customer benefit—even before they introduce the product. They’ve learned that customers want to know right off what the product can do for them—the big benefit. If your product’s benefit is buried in the body and your main visual is an un-involving product shot or a photo of earth floating in space, your ad won’t go the distance. And the sale will go to your competitor.

The Revealing Close-up

Ok, time for the close-up: the body copy. It should “payoff’ or back up the claim you made in the headline by forcefully and effectively communicating your product’s key benefits. In essence, you still have to answer the Question “what’s in it for me,” but now you have more room to do it. You can be flowery, you can be humorous, you can even get technical. But you must convince the reader that there is a strong benefit to be gained in choosing your product over the rest. If you‘ve done a good job, your ad goes the distance. What’s left is what all good salesmen do before they leave.

Close in and Ask for the Order!

For this, you’ll have to get in close to the bottom of your ad. Close enough to read your call to action, which should be short and direct, leaving no doubt in the reader’s mind what to do after reading the ad—call, clip a coupon, circle a bingo card. It should also be clear as to what the reader can expect to receive—more information, arrange a demo, have a salesperson call, get a trial sample. The reader shouldn’t have to get too close to read this either (don’t put this or your phone number in fine print). Remember, when a salesperson asks for the order or gives his or her phone number, it’s always loud and confident, never a whisper.

There are obviously many market, demographic and personal factors we haven’t considered. But if you meet the key objectives we’ve introduced, your audience can’t help but close in on your ad—and your product. And that’s what effective advertising is all about.