NFIB

How to Write Successful Classified Ads, Part I
04/ 03/ 2002


Classified advertising is to display advertising what beer is to champagne -- it's cheaper, and a lot more of it gets consumed. It also brings results, when it's appropriate for your service or products. In today's Workshop, writer Jeff Moses shares a few tips on how to write the most dynamic and effective classified advertising.

--A lot of people think that classified ads are read only by lower-income individuals. That is absolutely not the case. While it's true that you won't find many ads by physicians and high-priced CPA's in the classified section of most newspapers, certain services and products are very appropriate for classifieds. The high-end real estate industry, for example, has taken advantage of classified advertising in some of the luxury-home magazines that are now so popular. This shows that classified ads in themselves aren't a stigma it all depends on the readership of the newspaper or magazine.

--From the technical standpoint, there are several specific techniques involved in successful classified advertising. First and foremost, you have to get the reader's attention. Remember that you're competing with hundreds of other classified ads on the page, and the reader's eye will be attracted to only a few. For this reason, your first 2-4 words should be in larger, bold type (usually offered at no additional per-word charge by publishers) and it should be punchy! Key words and phrases that are always eye-catching: FREE, EARN BIG MONEY, SECRETS OF THE PROS, SIMPLE AND EASY, WORK AT HOME, GET OUT OF DEBT, etc. etc.

--Once you've caught a reader's attention, you need to present a benefit to personally stimulate the reader's interest. For instance, if you're advertising for network marketing, your ad might begin: "NO SELLING REQUIRED. Triple your income." Or: "EARN THE MONEY YOU WANT. Work right from your home." Each type of product or service, of course, will demand its own type of interest-grabbing text.

--By the end of the ad, you should also present a solid specific fact, such as mentioning research that has been done, or using specific concrete concepts to show the reader how the product has been useful to others. Examples of solid facts: Our company has grown from $0 to $5 billion annually in just 3 years. Or: Our top people earn 5 figures a month working part time.

--You should end your ad with a call to action. In other words, you need to tell the reader to call or write to you. This doesn't have to be subtle. Examples of calls to action: "Act now while our this industry is still in its infancy. Call today." Or: "Limited number of dealerships per area. Respond now." Or: "25 percent discount given for first1,000 callers. Don't delay, contact us now." Or: "Supplies very limited. Call now."

[To be continued.]

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