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Advertising needn't be expensive. There are many ways to advertise

expensively. The best of these is the classified ad. Unfortunately, too

many people misuse classified ads. They try to sell a product directly from

the ad. The best way to use a classified ad is as a "two-step" ad.

Traditionally, this has meant that the customer responds to a classified ad

in order to get more information. The flyers, pamphlets, etc. that you send

out do the selling.

There's a new way, though, to get customers to buy your product by using a

classified ad. It's easy for the customer, it's quick, and, on the average,

gets a HIGHER response than display ads. It's called the "EXPANDING


This method of advertising requires an answering machine. That's right.

You need an answering machine that can give an OUTGOING message of at least

three minutes.

Your classified ad directs readers to call the phone number of your answering machine, where they will here a powerful sales message for your product or service. They are then directed to send an order to the address you give on the tape, or they can leave their name and address, and you will send your product COD (cash on delivery). If you can take credit cards, they can leave their card # on the tape for payment (this is where

you get the BIG success!).

The first and most important step is to write a sales message for your

product. Keep in mind that if you can leave a three minute message, you

really have only two minutes to describe the benefits your customer gets

from your product. Note I didn't say to describe your product. Describe

the benefits.

For example, if you're selling a book on the secrets to succeeding in a

mail order business, don't tell them "My book has a chapter on mailing

lists, and a chapter on drop shipping, and a..." etc. Give them a forceful

explanation of how they will directly benefit by using your product:

"You won't waste anymore money on crummy mailing lists after you read my secrets

in chapter 4... You'll increase your profit margin by using the drop

shipping methods described in chapter 6."

This is much more persuasive and convincing to the listener, and will draw far more orders.


Practice reading your message with enthusiasm. Make sure it fits into two

minutes, without sounding rushed. Deliver it in an exciting yet realistic

way. Your goal is to get the listener "pumped up," so their ready to part

with their money, just so they can share in the incredible secrets of your

product. Don't mislead them, give them the impression that you're confiding

in them. This will work.

Now tape your message. Don't worry if you don't sound as polished as a TV

announcer. Just speak clearly, and with emotion. Use the third minute of

your message tape for ordering details. Give the customer an easy to

understand version of your address, for sending an order. Also, give them

complete details on your COD shipping, if you choose to do this.

Next comes the classified ad. There is a way of wording an ad for this

purpose that is clearly better than other ways. Here is a sample which

you should be able to adapt to your product. It uses the product described



"Double your mail order business' profits! Incredible recorded message

tells secrets... Call (219) 555-5555 24 hours!"

Because you don't have to use up words on an address, you can be more wordy

in your ad. The ad above, however, is only 15 words, which is the minimum

in many publications. It's exciting, though, with "Double...profits,"

"Incredible," and "secrets" being the action words. "24 hours" will also

be a motivating phrase for readers. All this will end up jamming the phone

line listed in the ad, so be sure to use a second phone line, and not your

main line...you'll never be able to get any other calls!

What will happen is that people will call from the ad, and, if your selling

message is good, they will order your product. Try placing a 15 word

classified ad that will actually sell your product! It can't be done. Yet,

by "expanding" your classified ad, you can actually draw sales at a far

lower expense than if you had to send out information, or place display ads.