Top Document: Misc.FS+Biz.Mktplc ADVERTISING FAQ--INFO FOR NEW USERS Previous Document: 3. What is appropriate to post, what isn't? Next Document: 5. Usenet Marketplace group list and descriptions. See reader questions & answers on this topic! - Help others by sharing your knowledge Ultimately, the most important aspect of any ad on the newsgroups is the ad copy--the subject and text which tell the reader what she needs to know. Unlike older methods, however, the network newsgroups require a slightly different approach to advertising for both individuals and enterprises. ***Offering Your Items For Sale*** Three sales methods are prevalent on the newsgroups: Stating an asking price in the ad. If you have an approximate knowledge of what your item is worth, then we recommend this method as the most effective. Most people will pay attention to a stated asking price, whereas they will often ignore other means, because they do not want to waste the effort on an auction they might not win. One tip: make sure you mention whether your price is firm or negotiable. Soliciting offers. Another method is to solicit offers without stating an asking price. This may be your best alternative if you don't know what your item is worth, but it is not nearly as effective as a stated price. "If you gotta ask, you don't wanna know," is an American adage that sums up the situation--many people who might otherwise be interested will not offer a price, and thus you miss a large number of potential buyers. Conducting an auction. A final method is to offer items for sale through an on-line auction. This method is acceptable, but not recommended. Again, many people will ignore ads without stated prices. In addition, some readers object to auctions because of the bandwidth they consume. The best type of auction is a buy-or-bid auction, where you state a maximum price at which you are willing to sell the item outright. Also, several guidelines for newsgroup auctions have been developed to minimize the problems caused by bad auctioneers in the past: Auctions should end within 2 weeks of the initial post. Auctions should be limited to 2 posted updates; updates sent by e-mail to bidders conserve network resources. Auctions should be conducted in an ethical manner; all items should be sold to the highest bidder unless a reserve (minimum bid) was stated in the initial post, and at no time should any bidder be solicited for a higher bid. ***The Subject Line*** Most participants in a newsgroup only read a few of the articles posted. Usually, they scan a list of all the subject lines for articles that interest them. Because your ad is very dependent on this first contact with the reader, you should take the extra time to write a brief, informative, and effective subject line. Basically, you need to present the most important information about your ad in 38 characters or less--the maximum allowed by some newsreaders. In your subject, you should specify what you are selling--items, manufacturers, styles, and sizes, where appropriate. If space is available, include your price and locality, but exclude hype. Also, don't make 30 posts in one newsgroup in order to give each item its name in lights--you'll lose people who don't appreciate your waste of bandwidth. Better is to write one article for each appropriate group, then be as specific as you can within the subject line. If your ad is a "Wanted" ad, the inclusion of "Wanted" somewhere in your subject is required. Great subject lines: The best subject lines include items, manufacturers, and, in some instances, sizes. For big items or items you don't want to ship, include your city in the subject. Prices are also helpful if space allows. "Bose Speakers, Iron, Cherry Pitter" "Nordica 770 Ski Boots, sz11, $200" "Red '94 Camaro in Detroit, $12k" For large listings, group several similar items together, but don't overdo the number of articles, particularly with items under $50. Article 1: "Chairs, dining table, hutch FS" Article 2: "Iron, vacuum, household misc FS" Article 3: "Stereo, 19" TV, Bose speakers" Computer items require model numbers and more technical detail: "17" Mag 17DX NI .28dp monitor, $400" "Gateway VL-Bus 486DX33, 8RAM/512HD" "HP Laserjet 4P printer, $650" Commercial ads should include product lines, price, and conditions. "1000pr Nike shoes, export from US" "Refurb Maxtor 212meg IDE HD $149" "Overstock NEC 14"-20" monitors" "Academic Microsoft,Borland software" "Trading partner WTD, Hungary Cement" "Visual C++ programming svcs $25/hr" Terrible subject lines: These two have plenty of space for more information-- "Household items FS" "Car for sale" Why are you different from all the others? Which languages can you program? "Freelance programming available" URLs make noisy, long subjects. Use the space to advertise instead. "Colorado Cumquats http://www.cumquat.com/~cumquats" Capitalized words are perceived as rude shouting; the same is true of symbols. The wasted space won't help you sell your items-- "******BOSE SPEAKERS******" "BOSE SPEAKERS FOR SALE" "---!!!!!bose speakers for sale!!!!!---" These items do not belong in the same newsgroup. The article should be split into 2-- "DOS and MAC Software FS" Several articles have this same subject at any given time, and this subject provides no useful information about the service: "Make money from your computer!" Even if your ad is in the appropriate group, it may be deleted from some groups just on the basis of a lousy subject line. ***The Ad Body*** Now that you have a descriptive title, you need to write the body of your ad. The key to a good advertisement is the same as the subject. Keep it short, but include as much pertinent information as possible. For example, the best ads in the newsgroups usually fit on one screen--about 18 lines. In this space, you should include: The item or service offered explained in technical detail Include every technical detail you can: color, size, year of manufacture or purchase, and technical specifications in the case of computer equipment. If your item is particularly unusual, you may want to say what it is in layman's terms. Not everyone knows that a Berrien Sandrail is a kind of dune buggy. Your reason for selling Did you buy a more powerful item? Is the sale from a divorce? Does it have any problems? Businesses: is it refurbished, overstock,...? Sales terms and contact information Your full name, e-mail address, _and_phone_number_ Any warranty you will provide, or lack thereof Working on arrival is standard practice Your location (city & state/country) Will you ship the item elsewhere? Internationally? Who pays for shipping? Occasionally, offerings will be so lengthy as to merit longer articles. If you have a long list of CDs, household goods, software, or computer hardware, try to put one item to a line, single-spaced. The fewer times a potential customer has to scroll through the pages of your article, the more likely he is to see the items at the end of the list. Biz.marketplace users are subject to additional length restrictions, as described in the later section on commercial ads. One final note, please do not include binaries in your advertisements. Pictures of your advertised items are nice for potential browsers, but you must remember that your ad will be stored on a few thousand different news servers. That adds up to a lot of memory; enough that it is usually bad netiquette to post binaries to any groups that aren't specifically for that purpose. Also, many people have to download all of the articles in a group in order to read that group. Binaries cost heavily in transmission time. A better idea, if you have a picture available, is to mention it in your ad, and offer to send the binary by e-mail, uuencoded or MIMEd, to interested parties. This tried-and-true format is the most successful way to advertise on the Usenet Marketplace. Usenet readers just want facts. Marketing hype and personal commentary is not a good idea because many people see it as wasteful--don't forget who is ultimately paying for the distribution and storage of your ad. If your article is more than a screenful, and you are only offering a few items, make your ad shorter. Otherwise, the majority of readers will simply ignore it. User Contributions:Top Document: Misc.FS+Biz.Mktplc ADVERTISING FAQ--INFO FOR NEW USERS Previous Document: 3. What is appropriate to post, what isn't? Next Document: 5. Usenet Marketplace group list and descriptions. Single Page [ Usenet FAQs | Web FAQs | Documents | RFC Index ] Send corrections/additions to the FAQ Maintainer: dank@metrics.com
Last Update March 27 2014 @ 02:11 PM
|
Comment about this article, ask questions, or add new information about this topic: