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A Crash Course in Email Marketing for Small and Medium-sized Businesses by John W. Hayes

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9. Take Time for Text

As an author, I am a great believer in the power of text. As a marketer, I’m even more passionate about it.

My first job in the newspaper industry (back in the 1980s) was selling classified advertising (those little ads at the back of the newspaper). I wasn’t in the job for very long before I realised that short, text-based adverts were very often much more successful than the large display adverts at the front of the paper.

This is because classified advertising is highly targeted and easy to engage with. Think about it, anyone looking for a plumber or airport parking in the classified section of a newspaper is very much in the market for the services of a plumber or airport parking facility (or incredibly bored). Classified ...

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