… That Pull Like Crazy!

CLASSIFIED ADVERTISING IS A PROVEN METHOD

Classified advertising has always been, and will continue to be the favorite
method for Mail Order “Pros” to advertise. Almost all Mail Order Pros started with
these tiny inexpensive ads since they represent the best cost effective way to reach
millions of people.

TWO BASIC METHODS

Two basic methods are used with classified advertising.  (1)  Place an add
offering FREE literature, and then send your literature to all inquiries. A Free offer
will always out pull an ad that requests money, but your overall profits may be larger
since you will generate more inquiries. This method is excellent when you are also
collecting “Opportunity Seeker” names that you can rent. You should be able to
generate fresh National leads for $.20 to $1 using this method.  (2)  Offer a report for
$2 or $3 and then send out other offers with your orders. This eliminates the
“Opportunity Seeker” who never buy anything, and your operation is much cleaner
and void of “busy” work.

OVER  200  LISTED PUBLICATIONS

The following is a listing of over 200 magazines that offer classified
advertising. The  first group of magazines represent the mail-order “Pros” favorites,
and they will always out pull other magazines for opportunity offers. The second
group has been selected from thousands of other magazines (1) they offer classified
advertising, and (2) they are the least expensive (Word Cost/Circulation ratio). Notice
that the last column provides the Word Cost/Circulation ratio. That is, this ratio shows
you how much it will cost you for each word for every 1,000 people who get the
magazine. The lower this ratio is, the more cost effective it is. For example, if you
were to advertise in the National Enquirer, it would cost $8.95 for each word, and it
will cost you $.0023 for each 1,000 persons that get the National Enquirer. In this
example, if you placed a 10 word ad, it will cost you $89.50, and it will be sent out to
3,500,000 people.

COST/CIRCULATION RATIOS

This may seem like an expensive ad, but the cost to get your 10 word ad to
1,000 people is only ($.0023 x 10) = $.023! That’s right - two cents!! For every 1,000
people! Therefore, learn to evaluate the circulation/cost ratio since this will tell you
the relative cost that is important. As a further example, consider advertising in the
“Hounds And Hunting” (#238). Here the cost for a word is only $.22. Good Deal?
NO! In this case your Word Cost per 1,000 is $.0227. Therefore, your cost to place a
10 word ad per 1,000 people is ($.0227 x 10) = $.227!  That’s over 10 times more
expensive than the National Enquirer!  However, if you were selling something for
hunting, it might actually pull better than National Enquirer.

ASK FOR RATE CARD

Before you place an ad, write to the magazine and ask for their “Rate Card” for
both classified ads and space advertising. You will normally receive a large package
containing a sample publication, advertising rates, schedules and discounts offered for
multiple insertions placed for sequential publication dates.

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