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Mini-Persuaders --- Six Steps To Successful Classified Ads
*Article Use Guidelines*
Use in opt-in publications, or on Web sites, but please include
the resource box.
Please send me a copy, if possible. Many thanks.
**
Summary: In spite of their size, classifieds pack a powerful
advertising punch. Here's how to make yours more effective.
Category: Small Business
Words: 760
=============================================
Mini-Persuaders --- Six Steps To Successful Classified Ads
Copyright (c) 2002 by Angela Booth
The skillful use of classified ads builds your business.
Classified ads are inexpensive and powerful, and are an excellent
way to promote your business both online and offline. Online, you
can place ads in ezines and on Web sites, and offline, run them
in your local paper and in niche magazines.
If you've tried a classified or two to promote your business and
were disappointed with the results, remember that a one-shot deal
won't work.
You need to run your ads repeatedly. For months, not weeks. Run
one classified a week in a newspaper, or one a month in magazine
read by your target audience ---for at least four months.
The humble classified ad is the magic bullet of advertising. And
like a bullet, it needs to be precisely aimed.
=> Step One: Pick your bait
Somehow you've got to pack the copywriter's AIDA formula of an
successful ad: Attract, Interest, Desire, and Action, into 30
words.
You attract interest, arouse desire and get the reader to take
action, with an appealing bait.
Start by listing everything you can think of to say about your
product or service. Don't limit yourself. Don't just cover all
the features you usually cover. Write down *everything* you can
think of. You should have a long list.
Let's say you're selling a German Shepherd puppy. You can
include: color, age, sex, the pedigree, temperament,
conformation, and vaccination history. Don't confine yourself to
only these points however.
Add that he'll sit and drop on command, walks on a lead, loves
the cat, and is greedy. The more attributes you list about your
puppy, the more likely it is that you'll hit on a unique
combination of words which will make your ad stand out.
In your 30 word ad, you can't cover everything, so you'll tailor
your ad to your ideal buyer, by mentioning only those things
which will appeal to that ideal buyer.
This pre-screens your buyers for you. It doesn't matter what
you're advertising either, whether it's a car, a lawn mowing
service, a job, or a business.
When you've listed everything, pick four or five things you think
would appeal to your ideal buyer.
=> Step
Two: Write the headline
Your classified ad won't really have a headline, but the first
line functions as a headline. It should stop the reader cold, and
it must be part of your sales message.
Remember that in newspapers, classifieds run in categories with
headed columns, so don't repeat words like "For Sale".
=> Step Three: Write the body copy
You can't be too creative in a basic classified. Give the facts.
You can add descriptive words like "charming", "classic", and
"elegant" to spice up the copy. Use punctuation rather than
linking words like "and".
Get enthusiastic about what you're selling. This enthusiasm will
come across in the ad. Imagine yourself the buyer: using the
item, applying for the job, or buying from the business.
This enthusiasm is vital when you're selling. If for some reason
you're having a bad morning, put the ad away for a few hours
until you can achieve genuine enthusiasm
If you're writing an ad for someone else, and you don't feel
excited, it's usually because you don't know enough about what
you're selling. Do a little more research.
=> Step Four: Get the response
Don't forget to add the phone number, the address if required, or
the online URL.
The response is usually placed last in a classified. However, you
can make your ad stand out by giving the phone number or the URL,
and then making one final selling point: "Three only", "free
quotes", or "results guaranteed".
=> Step Five: Write several versions
Write at least four versions of the ad. Then go and do something
else. When you come back, you'll have more perspective so you can
pick the best one.
Here's a successful technique: if you have so many selling points
that the ad runs long, split it and run two ads.
=> Step Six: Test your ad
Testing is a must for a business ad. Often changing the first
line, or rearranging your selling points will double or triple
the pulling power of an ad.
How do you test? The basic process is to run the ad, and record
the response. Ask the people who responded what drew their
attention to the ad.
Keep changing the ad slightly, and recording the response each
time you run it. The ad you settle on for longterm use is the ad
which pulled the most responses.
==> Resource Box (publishers please use) <==
WRITERS! Creative Small Biz, the FREE ezine for creatives,
transforms your talent into a flourishing business. Visit ---
http://www.digital-e.biz/
About the Author
Australian author, journalist and copywriter Angela Booth
has been writing professionally for over twenty years. She writes
business books and copy for businesses.
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