NFIB

Writing Classified Ads
12/ 09/ 2002

by Jeffrey Moses

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).

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.

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