I'm talking about the Newspaper classified. Do you use them? I can almost guarantee the answer is "No".

We do. In seven counties, we have a simple classified ad that costs us $16 a week, and generates a return of $4,000 to $13,000 every month. It simply reads;

    Rainbow Vacuum Cleaner. With Power Nozzle. Like New. $699. Call 330-345-2111

This ad pulls well (in our area) partly because there is a Rainbow Vacuum Dealer selling in our area. The people who call are the ones who "almost bought" from him - and their friends. Lots of people call who have simply heard that this was a good vacuum cleaner. We used to run an ad that said :

Hoover Windtunnel Upright Vacuum Cleaner. All attachments. Like New. $150.

We would get about 4 or 5 calls a week on that one. Amazingly, we would have one in stock whan they called. Even if we just sold 5 that week.

One of the"tricks" is to advertise something you have several of. Dont advertise something that you only have one of. What do you sell the next 10 people who call?

Another "technique" is to not mention your store name (or that they are calling a store) in the classified ad. You don't need to pay for the extra wording, and it will keep some people from calling. Of course, as soon as someone calls, we tell them we are a store. There is a way to tell them, that will actually increase your results. And what you say on the phone will make a BIG difference in how many come in to buy. And guess what.........

We'll cover this subject more completely in the June issue of the UNFAIR ADVANTAGE RETAIL NEWSLETTER.