Classifieds That Get Results
Classified ads do not have the big market appeal that a full
color display ad has, but they are still one of the most
economical ways to get your business into the public eye. And,
because classifieds do not demand expensive eye-catching designs
or ingenious wording that you often see in direct-mail
campaigns, they are a perfect marketing avenue for even new
entrepreneurs. Here are some tips to help you write ads that
will make the difference between mediocre ads to great ads that
get good or even exceptional results.
Keep It Short
Ads that are short and precise have better results. Use white
space to make your classified ad stand out from the rest of the
listings. Look at the local classifieds and you will see that
this works especially well for newspapers. With a little care
you can apply the same concept to online ads,
Place just a few words in each line with: 1) the first line
listing a benefit the reader will receive; 2) the second line
containing the name of your company; 3) the third line your
address or email. This results in a striking, centered ad
surrounded by white space.
If you are placing an online classified ad and do not have the
capability to insert line breaks or center the text, then you
will need to keep the text short and use key words to attract
the reader to your ad.
Goal of Placing Your Ad
The goal of placing your ad should only be to get the customer
to click through to your site for more information. If your
listing does not elicit that response, then you should rework it
until it does.
Action Words
Use action words that will prompt a response from the reader.
For example, words such as: amazing, attractive, confidential,
etc., are all words that compel the reader to do something.
There are a many resources available; one that I found to be
particularly useful is Words That Sell, by Richard Bayan.
Unique Appeal
You want to make your product or service appear unique to all
other products or services on the market (if any). Spend a few
minutes to identify what is unique about your product or service
or solicit feedback from friends or family about what would
appeal to them should they need a product or service such as
yours. Use this uniqueness to appeal to the market in the ad.
Do Not Try to Sell Your Reader
Whatever you do, do not try to sell your reader on your ad. What
you DO want to do is evoke a response using action words. The ad
is meant to entice them and evoke an action from them to return
to your site and then prompt a sale(s) of your product(s).
Spark Interest and Curiosity
Using a combination of the title and the text or body of the ad
you want to spark an interest or curiosity in your ad or
product. Use the title to grab the interest and attention of the
reader and the ad, or text body, to spark curiosity. You want to
generate enough curiosity to have them act in response to your
ad.
Avoid Saturated Ads and Products
If your product is already over-marketed on the Internet or your
ad is one that is