Online Classifieds with Angles
Copyright 2007 by Michael J Medeiros
What many may consider the most important part of advertising is writing an
effective ad. The information that provided in a classified ad may be the
deciding factor if it is successful or a, "bomb". Create a variety of
advertisements that utilize various approaches. Be prepared to revise your
content on occasion. This ensures that you are demonstrating different aspects
of your offering. In addition, you can promote your offering from different
angles, to see what will achieve the best results.
Choosing the angle of your advertising may vary, depending on what you are
offering. Writing a Classified Ad is not much different than writing an essay,
with the exception of a literary work. There are three effective angles to
consider for promotion.
Expressive Advertisements
An expressive advertisement is very personal. Expressive ads may be a good
idea for a small business wanting to utilize a personal approach. Think of
writing an excerpt of the day in a journal. As the writer of the advertisement,
express personal feelings, thoughts, or opinions related to the offerings. For
example, a Business Opportunity may be advertised as, "I made over $100,000.00
in one year. I cannot believe how easy it was". This eliminates the need to use
examples or testimonials, as the author becomes the example.
Persuasive Advertisements
A persuasive advertisement is used to convince the reader or change their
opinion. To be successful with a persuasive ad, the writer needs to have a firm,
direct, and clear point. The goal is to evoke a reaction that causes the reader
to have the same point-of-view. A common form of advertising, using a Persuasive
approach, is the Governments, "Register to Vote," Campaigns. They generally are
direct and to the point. They provide a concise reason why the reader should
register to vote, "Make your voice heard". By pointing out a simple benefit,
they are achieving the task of persuasion.
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Informative Advertisements
Informative advertisements provide detailed information. They explain all the
details of the product or service. When constructing such an advertisement, the
author should demonstrate observations, ideas, facts, statistics, or research
data.
This is becoming common on the internet, as people are information hungry.
Consumers want to know what they are buying. In addition, this is a wise choice
if consumers cannot physically see the item for sale.
An example of Informative Advertising is an Auto Manufactures advertisement
for their vehicles (Not Dealerships). They generally print large advertisements
that inform readers of the Vehicles Engine Horsepower, Torque, Maintenance
Schedule, Improvements from prior models, available colors, Wheelbase, seating,
trunk size, etc... All the information is based on facts and research. It allows
consumers to compare their vehicles to similar Auto Models, without taking a
test drive.
With some thought and planning, an advertiser can present their information
with an angle that sells. It takes monitoring, trial and error, and careful
construction. Present the most important information first and include a call to
action. If the audience does not recognize an ordering process, it is likely the
advertisement will not produce results.
About The Author
Michael Medeiros is an Entrepreneur with a background in Business and
Advertising. He works as a Part-Time Real Estate Agent for Century 21 Hearst
Realty, in Turnersville NJ. Michael Medeiros is also the founder of Mjmls.
Classifieds:
http://www.mjmls.com/
Website Directory:
http://links.mjmls.com/
Email: Michael_Medeiros@mjmls.com
Press Releases for Every Occasion
by: Bill Stoller
To many marketers, the press release is something of a "one size fits all"
proposition. You want to get media coverage, you knock out a press release, send
it to some journalists and sit back and wait.
Of course, smart Publicity Insiders already know that’s a prescription for
failure. You know that your press release has to have a "hook", be well-written
and sent to appropriate journalists in an active, not passive, manner. But
there’s another part of the puzzle that even savvy publicity-seekers sometimes
miss -- you can’t just write "a press release", you have to write the right kind
of press release.
There’s no such thing as a "one size fits all" release. Smart publicists have
variations of the press release model ready to be go, depending on the occasion.
(Note: for a general introduction to press release writing and formatting,
see:
http://www.publicityinsider.com/release.asp
Let's look at some releases suitable for "harder" and more timely news...
The News Release
To some folks, "news release" and "press release" are interchangeable. Not to
me. I use the phrase "news release" to refer to a release that, well, carries
actual news. Let’s face it, most of what a business has to say to a journalist
isn’t exactly "stop the presses" kind of stuff. But, on occasion, something of
real significance occurs. A merger, a stock split, a major new contract, winning
a national award...something that’s truly timely and important. For these sorts
of events, don’t mess around. Craft a solid, hard-hitting News Release that’s
written in pure journalistic style (lead includes "who, what, when, why and
how", language is in 3rd person and completely free of hyperbole). Use
journalism’s "inverted pyramid" -- most important information at the top, next
most important info in the second paragraph and so on down.
Tell the entire story in the headline and subhead. Again, don’t get cute --
get straight to the point. The headline "Acme Corporation Selected by Pentagon
to Supply Troops with Widgets" is far better than something like "Guess Who’s
Making Widgets for Uncle Sam?" or something "clever" like that. In the subhead,
fill in some details: "$18 Million Contract Largest in Company’s History". Talk
about getting straight to the point! You’ve just given the journalist the meat
of the story before she’s even read your lead.
Add a "dateline" (Akron, OH) at the beginning of your lead (first) paragraph.
In the dateline, use your company’s home town (or the location where some news
has broken. You can be a bit creative here, if it helps maximize your impact.
For the above example, you can dateline it Washington, DC and say that "The
Pentagon today announced that it has selected an Akron company...").
In distributing the release, use e-mail, fax, distribution service such as
PRWeb or PR Newswire, or even overnight courier. The goal is to get it into
journalists’ hands on the same day you distribute it.
Executive Appointment Release
Most businesses send out a brief release and headshot when someone new is
hired or a major promotion is made. That’s fine, and it will get them in the
"People on the Move" column on page 8 in the business section. It’s an ego
stroke for the employee, but that’s about it. Savvy publicity seekers use the
Executive Appointment release to generate real publicity. Here’s the key --
don’t just announce that someone’s been hired or promoted. Rather, explain why
the move is significant to the company -- and perhaps the market -- as a whole.
For example, Jane Smith has been hired as your company’s new director of
sales. Not so exciting. However, the reason you hired her is because she came
from a major online retailer and is planning to overhaul your sales system to
compare with the state- of-the-art systems used by the big guys. Hmmmm...that’s
a lot more interesting. So why not tell the media about it?
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The key ingredient is context. Your headline may still look like that of a
typical Executive Appointment release (Acme Names Jane Smith New Director of
Sales), but starting with the subhead, you begin your journey off page 8 of the
business section and onto page one (Hiring of Key Figure in Online Sales
Explosion Marks Important Shift in Acme’s Sales Strategy). Ah, now you’ve
entered the realm of news, not business as usual. And a sharp business editor
will see that a local company is doing something far more significant than just
making a hire.
Dateline the release, fax (or even messenger), email or regular mail it over
to your local business editor and follow up with a phone call. Offer Jane Smith
for interview, too.
The Media Alert
The Media Alert is a deceptively simple creature. It’s essentially a memo
from you to TV, radio and newspaper assignment editors, city desk editors and
others who decide whether a particular news event is worth covering. They’re
used to alert the press about news conferences, charity events, publicity
"stunts" and other events.
The point of the Media Alert is to, in just a few seconds, tell a journalist
about the event, how to cover it and why it’s important that the media outlet,
in fact, covers it. Most publicists are pretty good on the first two points --
almost all media alerts do a decent job of telling what the event is, where it
will be held and what time it starts. It’s the third aspect -- the "why" -- that
will make the real difference, though. And it’s the thing most publicists do a
lousy of job of conveying.
First, a word about format. Use standard press release headings (contact
info, "For Immediate Release" and headline). The rest of the document should be
a few paragraphs, spaced at least three lines apart from one another. The first
paragraph, should begin with What: and continue with a one or two line
description of the event (WidgetFest 2004, a celebration of young minds). Next
paragraph, When:, after that Where:
Now here’s the key paragraph,
Why You Should Cover WidgetFest 2004: The brightest young minds from around
the region will gather to present their inventions, as Acme Corp. celebrates the
state’s top high school science students. The event will be a visual feast, with
a host of awe- inspiring inventions, many colorful, active and exotic, on
display. As part of the event, more than $10,000 in scholarships will be
distributed to budding Einsteins by John Smith, Ohio’s Science Teacher of the
Year.
The key? This line: "The event will be a visual feast, with a host of
awe-inspiring inventions, many colorful, active and exotic, on display." I just
spoke an assignment editor’s language, telling him that this will provide lots
of cool visuals, making for great video or photos. The bit about the
scholarships and the Science Teacher of the Year assures him that this won’t
just be a promotional stunt. So what are we offering? A non-promotional,
feel-good event with great visuals. Just what an assignment editor is looking
for.
About The Author
Bill Stoller, the "Publicity Insider", has spent two decades as one of
America's top publicists. Now, through his website, eZine and subscription
newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses
http://www.PublicityInsider.com/freepub.asp he's sharing -- for the very
first time -- his secrets of scoring big publicity. For free articles, killer
publicity tips and much, much more, visit Bill's exclusive new site:
http://www.PublicityInsider.com
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