marketers who use print ads run classified newspaper ads, since they are less
expensive than display (larger boxed) ads. Think of your classified ad as a
headline—and as with your telephone presentation, always make that head-
line about what’s in it for them. If you are at a loss for ideas, pick up a local
newspaper or business magazine, go to the classifieds, and see what catches
your eye. Use or adapt some of that language in your ad.
Most magazines have a deadline two to three months in advance of is-
sue date, so these purchases need to be planned in advance. Here’s a little-
known advantage this schedule creates: When they are getting close to
deadline and still have unsold space, you may be able to purchase some of
that space at a discounted rate. Simply call the magazine and ask them, “Do
you ever sell remnant space?” Find out when their deadlines are and call back
at that time of the month to see what is available.
Radio stations will also sell time for less as it gets closer to airtime for
various programs. If you have a recorded ad prepared that they can listen to
right away, they may sell you space very inexpensively. After all, once the time
slot has passed on a certain show, it’s gone forever. Some revenue is better
than none at all. Sometimes the more popular shows are booked months in
advance and in certain markets remnant space just doesn’t exist—but call
around. We’ve had some great success running ads during drive time (com-
mute time) in both the United States and Canada.
One of the great things about radio ads is that you gain instant credibil-
ity when your ad runs on a show people listen to regularly. It’s almost as if the
host is endorsing you, especially if you get the host to read your copy. This
can works wonders for the response you’ll get.
THE LONG HAUL
The thing to remember about these types of more traditional advertising is
that it often takes multiple placements, while you test and retest and retest yet
again, before you find something that pulls well for you. Also, most people
need to see something multiple times before they take action. Multiple place-
ments establish credibility in their minds. If they see an ad over and over, they
start to gain the sense that you wouldn’t continue paying for it unless it was
working and that what you’re offering is legitimate and viable.
This takes commitment of both time and money. You need to be clear
going in that this ad campaign is probably not going to be a rapid process.
Can it be worth it? Absolutely.
Once you have taken that time and care and have found the copy and
formula that works for you, you can leverage it by running it in multiple
markets at once. If you have the budget for it, this strategy can produce
great results.
Heating Up Your Cold Market 213