RUNNING CLASSIFIEDS

Have you looked at all the magazines that cater to your subject? Choose the type of publication whose readers have demonstrated the same interests as your materials offer. The product must appeal to hundreds of readers of these publications.

Check the ads for similar materials. How long have they been running? Be prepared to run your ad for months. Often a big draw doesn't happen until the second, third or fourth repeat.

Apply caution if you are trying for a big audience with a large dIstribution publication-your product might not have a mass appeal, and it may cost more to advertise in a larger circulation magazine. On the other hand, small local publications have only a limited draw for specialized information - unless it is regional.

The best way to sell your information by mail is in a two-step approach. Few items are bought directly from a short ad with a large price, but there's a high response on things for free.

Place a short, inexpensive ad in the classifieds section of the publication you choose. The ad should be to the point, accurate to the type of information, and enticing. You might point out some benefit the reader would get, such as earning extra money or learning a special secret. Include a few words about "free details," or "write for free information."

These ads - called leader classifieds - help build sound customer lists for continued returns and a solid establishment of your business.

If you place different ads in several magazines, or under different headings, how can you tell where the response came from? You include a code in the address. This is called keying the address.

You should always include a complete, unabbreviated name and address in the classified ad. In the company name or in the street address, you place your key that indicates which magazine the ad was placed, and in which issue. Usually, keys come in the form of division, department or suite numbers. The easiest keys simply substitute one letter for the name of the publication and a number to indicate which month the ad appeared.

Once you get inquiries from the classified ads, you send your pitch - a printed sales letter or brochure. You can have a one-page description of your product which includes an order form, or you can be more elaborate and produce a sales package. But it is this conversion - from inquiry to order - that will MAKE YOU MONEY.

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