Writing Profitable Classified Ads

Writing Profitable Classified Ads



Writing Profitable Classified Ads
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!
Many advertisers think that writing classified ads is​ completely different
than writing longer print ads,​ which contain a​ headline,​ body text and
possibly a​ picture or​ two .​
However,​ to​ write a​ successful classified ad,​
all the​ time-honored elements of​ successful advertising must be present.
Large print ads include a​ headline to​ gather attention,​ introductory body
copy to​ inform and generate added interest,​ additional body copy to​ create
enthusiasm and desire to​ make a​ purchase and a​ call to​ action that incites
the reader to​ take the​ steps necessary to​ start the​ purchasing process.
In advertising circles,​ these four features are often designated by the
acronym A.I.D.A.,​ which stands for:
Attention (headline)
Interest (body text)
Desire (added body text)
Action (call to​ action).
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.
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.
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 time offer! Act
now! Call today!
Example: Make $1,​000 a​ week! Easy to​ do! No selling! Risk FREE! Limited
offer .​
Call...
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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​ how to
get 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 .​
If we​ were to​ ask our ad respondents to​ write to​ or​ send
their money to​ the​ Research Writers & Publishers Association,​ or​ to​ Book
Business Mart,​ or​ even to​ Money Maker's Opportunity Digest,​ our advertising
costs would be prohibitive .​
Thus we​ shorten our name Researchers or
Money-Makers .​
The point here is​ to​ think relative to​ the​ placement costs of
your ad,​ and to​ shorten excessively long names.
The essentials of​ a​ successful classified ad are no different .​
The
shortness of​ most classified ads simply means that these essentials are
broken down into basics.
All classified ads contain either a​ headline,​ which may be separate from
the actual body copy,​ or​ a​ bolded first line or​ introductory words .​
This
has to​ grab a​ reader immediately .​
Most classified ads,​ whether in
newspapers,​ magazines or​ on​ Web site classified sections,​ are bunched in
with dozens of​ other classified ads .​
The reader’s attention will be caught
only by a​ word or​ phrase that is​ of​ immediate,​ powerful interest.
Because of​ this,​ experienced ad writers suggest using proven key words in
your headlines that attract the​ interest of​ readers .​
These key words and
phrases include free,​ easy,​ simple,​ guaranteed,​ proven,​ new and money.
After grabbing the​ reader’s attention,​ you have to​ create interest and
desire through copy that informs,​ stimulates,​ excites and shows how the
product or​ service will benefit the​ reader .​
Sound easy? It’s not.
Especially when writing classified ads that are often limited to​ one or​ two
lines .​
Veteran ad writers often claim that writing a​ successful classified
ad is​ a​ tremendous challenge .​
Words have to​ be juggled .​
Sentences have to
be pared down,​ then pared down again,​ then pared down even more to​ the
briefest essence,​ while still informing and arousing interest .​
And,​ of
course,​ the​ final aspect of​ A.I.D.A.,​ the​ call to​ action,​ must be written
briefly yet with enough force to​ entice a​ reader to​ proceed.
How to​ achieve all this in​ your own classified ads? the​ best way is​ to
first study other successful ads,​ in​ light of​ the​ A.I.D.A formula shown
above .​
When studying classified ads to​ see how the​ essentials of​ A.I.D.A.
have been accomplished,​ you can begin to​ see how the​ experts achieve
success--and you can begin to​ bring this expertise into your own writing.
How can you know when someone else’s ad has been successful? When an​ ad
appears over and over for months or​ even years,​ you can be assured that
it’s working .​
No one keeps running an​ unsuccessful ad .​
Find the​ successful
ads that advertise products or​ services that are similar to​ yours,​ study
them and then begin incorporating them into your own classified
advertising.
The same holds true when listing your post office box number .​
Shorten it​ to
just plain Box 40,​ or​ in​ the​ case of​ a​ rural delivery,​ shorten it​ to​ just
RRl.
The important thing is​ to​ know the​ rules of​ profitable classified ad
writing,​ and to​ follow them .​
Hold your costs in​ line.




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