your ad stinks… - Posted by David S
Posted by David S on March 08, 2001 at 09:21:34:
and is totally confusing. I read the paper ads every day looking for ideas and if I can’t make it work, how can you expect your readers to (get it)?
Write your ad as if you are talking to ONE person, a 12 yr old… and keep it simple. NEVER mix buying/selling ads unless you are simply trying to discover something new that may work in your market; a test ad.
Consider using at LEAST 2 ads (buying and/or selling) in several sections of the paper. Unless you “experiment” with your (test) ads, how are you going to know which one pulls, which has the greatest success, what section gives you the best “bang for the buck”? And one more point; run your ad for at least 4 weeks before concluding that it won’t work. Many of us have to see something several times BEFORE we believe it or think it’s for real.
There are some good posts in this thread, few of which discuss marketing ability. Learn how to “market” yourself.
This business is all about marketing. If you don’t learn how to market (you and your product), you will fail miserably.
Try the “free” papers and “penny pincher” type rags for your “test ads”. They are cheap, they work, and continue to work week after week. When you find an ad that really works, pay for it in 3-6 month increments (negotiate a discount) and leave it there until if fails to pull any longer.
PS; You/everyone in this business should consider buying a marketing course and do whatever it takes to gain the expertise to make the phone ring… and ring.