Success with Classifieds - Pt 2

Today we conclude our introductory review of the factors determining Success with Classifieds. Previously we reviewed the topics of
1 -Target Market
2 - Offer and
3 - Ad Copy (Headline & Message)

The remaining factors to consider now are
4 - Market Reach
5 - Consistency

4) Market Reach

The more people that see a message, the more favourable decisions will be secured. Obvious, but important. How many folks place an ad in just one or two places, when there are literally millions of alternative channels on offer - many of them free?

The simplest counter to low response rates is to post the ad on more adsites. As many as you can find.

Admittedly this takes more effort, but the good news is that:

a) initial research to find sites is mostly a one-off effort.
It can even be outsourced inexpensively.

b) ad placement can be affordably automated.

5) Consistency of Campaign and Message

Somewhat of an anticlimax after the other topics perhaps.

Nevertheless, consistency of execution will primarily determine whether you succeed or fail. Will you learn from experience and drive home the nail?

Firstly, free ads expire in anything from a day to a month.
They need prompt and organized renewal to be maximally effective.
True efficiency will probably require some automated assistance - more about that later.

Secondly, many of the effects of advertising are cumulative - we seldom buy on first exposure (I've been told that the average online is to buy on the 7th time of asking!). Hence the populariy of list building and autoresponders.

Thirdly, brands are important in marketing. On the internet you are the brand. So you need some consistent presentation of a distinctive style and market positioning (what you stand for, what niche you operate in, your unique selling proposition).

You cannot be all things to all people - don't even try it online. It is more effective to specialize and become master of a niche. Ironically, a small niche is the strongest market position because it is not worth the competitive attention of the big boys.

Well that's it for today.

Next time I'll be talking about the lessons drawn from our user survey. This blog was actually a direct response to one of our survey findings.

More next time........

Take care,
Steven Henderson
4mostClassifieds.com