CLASSIFIED Ads: How To Get The Best From Your Ad?
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So what makes a classified ad good or bad? First of all, it must appeal to the
reader, and as such, it must say exactly what you want it to say. Secondly, it
has to say what it says in the least possible number of words in order to keep
your operating costs within your budget. And thirdly, it has to produce the
desired results whether inquiries or sales.
Everybody wants to make more money. In fact, most people would like to hit upon
something that makes them fabulously rich! And seemingly, one of the easiest
roads to the fulfillment of these dreams of wealth is mail order or within the
professional circles of the business, direct mail selling.
The only thing is, hardly anyone gives much real thought to the basic ingredient
of selling by mail - the writing of profitable classified ads. If your mail
order business is to succeed, then you must acquire the expertise of writing
classified ads that sell your product or services!
Grabbing the reader's attention is your first objective. You must assume the
reader is "scanning" the page on which your ad appears in the company of two or
three hundred classified ads. Therefore, there has to be something about your ad
that causes him to stop scanning and look at yours!
So, the first two or three words of your ad are of the utmost importance and
deserve your careful consideration. Most surveys show that words or phrases that
quickly involve the reader, tend to be the best attention-grabbers. Such words
as: FREE... WIN... MAKE BIG MONEY...
Whatever words you use as attention-grabbers, to start your ads, you should bear
in mind that they'll be competing with similar attention-grabbers of the other
ads on the same page. Therefore, in addition to your lead words, your ad must
quickly go on to promise or state further benefits to the reader. In other words,
your ad might read something like this: MAKE BIG MONEY! Easy & Simple. We show
you how!
In the language of professional copywriters, you've grabbed the attention of
your prospect, and interested him with something that even he can do.
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The next rule of good classified copywriting has to do with the arousal of
the reader's desire to get in on your offer. In a great many instances, this
rule is by-passed, and it appears, this is the real reason that an ad doesn't
pull according to the expectations of the advertiser.
Think about it - you've got your reader's attention; you've told him it's easy
and simple; and you're about to ask him to do something. Unless you take the
time to further "want your offer," your ad is going to only half turn him on.
He'll compare your ad with the others that have grabbed his attention and
finally decide upon the one that interests him the most.
What is being said is that here is the place for you to insert that magic word "guaranteed"
or some other such word or phrase. So now, we've got an ad that reads: MAKE BIG
MONEY! Easy & Simple. Guaranteed!
Now the reader is turned on, and in his mind, he can't lose. You're ready to ask
for his money. This is the "demand for action" part of your ad. This is the part
where you want to use such words as: Limited offer - Act now! Write today! Only
and/or just...
Putting it all together, then your ad might read something like this: MAKE BIG
MONEY! Easy & Simple. Guaranteed! Limited offer. Send $l to:
These are the ingredients of any good classified ad - Attention - Interest -
Desire - Action... Without these four ingredients skillfully integrated into
your ad, chances are your ad will just "lie there" and not do anything but cost
you money. What we've just shown you is a basic classified ad. Although such an
ad could be placed in any leading publication and would pull a good response,
it's known as a "blind ad" and would pull inquiries and responses from a whole
spectrum of people reading the publication in which it appeared. In other words,
from as many "time-wasters" as from bona fide buyers.
So let's try to give you an example of the kind of classified ad you might want
to use, say to sell a report such as this one... Using all the rules of basic
advertising copywriting, and stating exactly what our product is, our ad reads
thusly:
MONEY-MAKER'S SECRETS! How To Write winning classified
ads. Simple & easy to learn -should double or triple your
responses. Rush $1 to BC Sales, 10 Main Anytown, TX 75001.
The point we're making is that: l) You've got to grab the reader's attention...
2) You've got to "interest him" with something that appeals to him... 3) You've
got to "further stimulate" him with something (catch-phrase) that makes him "desire"
the product or service. 4) Demand that he act immediately...
There's no point in being tricky or clever. Just adhere to the basics and your
profits will increase accordingly. One of the best ways of learning to write
good classified ads is to study the classifieds - try to figure out exactly what
they're attempting to sell - and then practice rewriting them according to the
rules we've just given you. Whenever you sit down to write a classified, always
write it all out - write down everything you want to say - and then go back over
it, crossing out words, and refining your phraseology.
The final ingredient of your classified ad is of course, your name, address to
which the reader is to respond - where he's to send his money or write for
further information.
Generally speaking, readers respond more often to ads that include a name than
to those showing just initials or an address only. However, because advertising
costs are based upon the number of words, or the amount of space your ad uses,
the use of some names in classified ads could become quite expensive.
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