Classified ads are underrated. They seldom generate staggering profits. But considering the low cost they can be very profitable.



Here’s why; The classified section of newspapers is loaded with bargains. People go there to get a better deal, usually on something used.

For the last several years we have been running a small classified ad selling a used vacuum cleaner that we sell out of our store. Our cost is only $16 a week for the ad. It covers three counties. The ad brings in anywhere from $2,000 to $6,000 a month in new business.

Here are the essential parts of a profitable classified ad;

It must sell a specific item. No “Come visit our store" ads.

The price should be in the ad.

A brief description of the item is necessary. But use as few works as possible to paint the same picture. You are paying by the word or line.

Make sure you are listed under he correct heading. If you are selling a good used washing machine, it goes under Appliances, not under General.

A Bold heading draws the eye and costs almost nothing.

Make sure you are selling a product that is easy to describe. It helps if the brand is easily recognizable.

In our ad, we don’t say we have more than one, but we do. It may help if you don’t include in the ad that you’re a retailer. Your store name may repel calls because the “air of getting a true bargain" may be lost.

When someone calls about an item, you have to resist the temptation to sell. They already want to buy. I’ve actually turned a “pick-up" into a sales presentation and missed the sale.

Now, we’ll show someone how to use the product, but we try not to sound like salespeople. If you sound like you’re selling, the natural reaction from the caller (or visitor) is that they will resist.

We live in a rural community. We’ll get people asking if we can bring it to them. We will, because the profit justifies the trip. But I say “We’ll deliver it if it’s hard for you to get here. But we’re not coming out to demonstrate it. We’re coming out to deliver it. OK?"

For a solid year, we advertised that we paid cash or a specific brand of air purifier (a very popular brand sold in our area). In the same paper, we advertised that we were selling the air purifiers. We made $200 on each unit, and sold between 5 and 20 a week. Nobody ever mentioned that they saw both ads. Eventually the demand slowed down, and we stopped running the ad.

Just think of the things you can sell! The ads are cheap, the sale is made before delivery (or before they pick it up) You don’t have to negotiate price, the price was in the ad. Good luck!

Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. Available at www.claudewhitacre.com. Want to know more? You can also receive three months of Claude Whitacre's Unfair Advantage Gold Membership which includes $834.00 in newsletters, information, CD's, bonus, and outright bribes for only $5.95.

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