How To Place Advertising
One of the best ways to promote your business is by
advertising in classifieds. Classified ads are usually cheap, and can be found
in a variety of mediums. They allow you to reach a large audience for a small
fee. However, simply placing classifieds does not guarantee success. You have
to know how to write good copy for your advert, so that your brand is
reinforced. Think of it as an exercise in public relations. Ways to place a
good classified advert include:
Find the right place
There are literally thousands of places you can place classifieds,
from magazines and newspapers to websites and online forums. Some of these
mediums will have large classified sections, some will not. If you want to make
the most of your classifieds and improve your public relations and establish
your brand, you need to pick the right places for your product. Look at a
number of different classified advert locations, and find out which ones have
good exposure and are well known. It is no good placing an advert in a magazine
that is read by very few people who will have no interest in your product. For
example, if you sell extreme sports equipment it is probably not worthwhile placing
adverts in magazines aimed at the older generation. Find classifieds that have
specialist sections for your product or service. This will make it easier for
people to search for your brand.
Free vs. Paid
In the world of classifieds, some adverts are free,
whereas some cost money. Often, the ones that cost money will have better
exposure in more reputable publications or websites. However, this is not
always the case, and it is best to weigh up the advantages and disadvantages of
paying for classifieds. A free classified advert will only take up a short
amount of your time to submit, and will get you exposure for no cost. However,
it may be that these free classifieds do not help generate more business. A
good paid classified advert can be worth any number of free classifieds. The
key is to research carefully, and perhaps place an advert for a short period to
see if it reaps any rewards.
Consistency
One of the hardest questions to answer regarding classifieds
is whether or not you should place the same advert in all places, or tailor
your advert to the specifics of each format. Classifieds are a form of public
relations, and therefore are part of the way in which people will see your brand
and come to recognise you. There is much to be said for keeping a consistent public
relations image throughout your classifieds, as it will help people to remember
your advert more clearly. However, if your company offers a wide range of
products or services, it may be beneficial to place slightly different classifieds
depending on the audience that will view it. For example, if you place an
advert in an industry magazine for stationery, you might want to emphasise high
quality and reputation. However, if you place the same advert in a student
magazine, you might want to emphasise low prices and discounts. Whether you
keep the same classified or alter your classified is really in your hands, and
depends entirely on what image you want to portray for your brand.
Clear, Catchy, Concise
One of the most important things to remember when writing classifieds
is that as a public relations exercise, it is brief but important. The copy
that you write for your classifieds must set you apart from the rest. You only
have a limited number of words in which to fit in all the information about
your brand. At the same time, you have to make it sound catchy, and put in
relevant contact information. It is amazing how many people forget one or all
of these things when writing classifieds. You can write the best and catchiest
advert for your company, but if you do not put in clear contact details and
information, people will not go out of their way to find you. The whole point
of a classified is to make the consumer want your product or service. One
common method to attract the reader’s attention is with a question. If you can
think of a question about the needs or wants of a consumer that your brand can
answer, people will be interested. For example, if you run a cleaning company,
instead of just stating your services, you could start the advert with a
question like ‘Do you want a tidy life’? If the reader identifies with the
question, then they will read on about your services.
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Whatever method you choose for your classifieds, remember
that they are a public relations exercise, and that they are a way to expose
your brand to a large audience for a small amount of money. If done properly, classifieds
can help you gain new customers and get you recognised in your chosen market
area.