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Are You Trying to Make A One-Step Sale?
90% of the time, small ads are not meant to make a direct sale. Yes, that's right, the purpose of a small ad is to draw a response, not necessarily make an immediate sale. For example, the ad's purpose may be to get people to contact you, go to your website, send for more information, etc.
Trying to make a sale from a small ad is a classic mistake of novice advertisers, because you simply don't have the room to explain the details of your product/service or terms.
Let me give you an example:
You advertise your car for sale in the paper. Will the buyer send you a check for the car? Of course not! They will call you in order to arrange a meeting to see the car, take it for a test drive, find out if the price is negotiable, etc. In other words, they will contact you for more information.
The only time a small ad might work as a one-step sales method is if you can tell the whole story in the ad, (list all the terms), and it's a low-priced item. However, these days there is so much skepticism about one-step ads that they are a very tough way to make sales.
Example: Would you buy from this ad?
MAKE MONEY IN REAL ESTATE!
NEW 2003, Special 35-page report reveals the secrets to no-money down buying. Only $5. Send check or money order to: address
No, you probably wouldn't. Therefore, you can see that it is best to use small ads to create leads, not direct sales.
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