Yesterday a good friend of mine call. me with a request to “spank” his advertisement in a free classifi.s newspaper (he was very unhappy with the results of the calls) .
As strange as it may seem in the age of the Internet. free classifi. ads still work very well. The problem is that 90% of these ads are a waste of money (and you can guess that yourself).
I will not dwell on the details of composing such
Aadvertisements now. My one-time consultation is sufficient for this. However. I would like to draw your attention to what exactly ne.s to be advertis..
What is the problem with mass market advertising in general? (and these are the products that are advertis. in newspapers).
You can answer this question yourself if you look at the newspapers.
(here is an example of such ads)
When I see a set of ads in such publications. I don’t understand at all how some services differ from others. Usually. people. not finding anything suitable. just start calling in order. comparing prices. As a result. sellers see only one way to compete – dumping. This leads to a decrease in business marginality. a decrease in profit. and then to a decrease in quality.
What to do in such cases?
There are many ways to solve this problem. But as a direct response marketer. I sweden telegram data will say the following. In the mass market. it is extremely important to create a so-call. “offer-magnet”.
What is its meaning?
When you read a set of stamp. ads. you ne. to choose a certain offer that will stand out from the others.
For example. if you look at make special offers for regular customers. the above set of taxi driver ads. the offer might be: “50% discount on your first trip.”
You will say that I have gone crazy! After all. almost everyone will ride for free (let your competitors think so) . But no. If you look at the root of the business. and not at the ad itself. then we know that many taxis make the tenth ride free. Right?
Why not turn it around? marketing list Make the first trip free. not the tenth (although I gave a less strict option with a 50% discount) ?
The question arises that few people make 10 trips by taxi. so the service may end up in the r..
That’s true. but the devil is in the details. For example. if you give a 50% discount on the first ride when selling a prepaid subscription or signing a contract for 10 rides in this taxi during the year. then the conditions change significantly.
You lose or break even on the first sale. but then you get a guarante. income in the future.
Advertising will generate a stream of calls for you. which you will be able to process.
At the same time. for the advanc. entrepreneur. I will give one more hint. You can really make the first ride free for the first month of such a service (or with a 50% discount). This will create the necessary word of mouth. And then transfer people to a subscription.
Retailers use the same methods. r.ucing the price of a “magnet product” by making it r. (or yellow).