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Classified Secrets To Classified Ad
Success
© 2003 By
Bill Nieporte
The classified ad can be a powerful tool for pulling in
business if used correctly. Classified ads offer many
advantages over larger display ads or other types of
advertising in that these small gems are relatively
inexpensive. They can be used as a primary tool of marketing
or to test a product before investing in more expensive
advertising avenues. The key to success is in understanding
the psychology behind these small visuals.
Classified ads are just that, small visuals that give your
ad a window of opportunity with your readers. That window
for gaining their attention is about 5 to 8 seconds.
Impossible you think? Not at all. It's all in the structure
and intent of the ad. Consider the following when creating
your power ad:
Headlines Are Like Freeway Billboards.
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Going fifty five to seventy miles an hour that billboard
better catch your attention quickly or it's lost. There is
no time for lengthy explanations. Billboards are not read,
they are glanced at and if they are going to be affective
they must be concise and dramatic. Now, I said dramatic, not
unbelievable. Consumers are not stupid and they are weary of
any ad that blares news of the next get-rich-quick scheme.
You must be more creative.
If you use the analogy of the free billboard you will get
the idea of what the headline of your classified ad must
achieve. It must be snappy, creative, believable, and grab
the attention of the reader to pull them into the remainder
of your message. That's a great deal of work for just the
headline, therefore the most time spent should be on those
first few words.
Classified Ads Are Invitations Only
With four to six lines to make your case it's impossible to
expound on all the reasons why your product or service is
right for the reader. This is why the classified ad should
never be used as the whole sales strategy. In other words
don't try to present, make the pitch, and close the sale all
in this little itty-bitty space. It won't work. For several
reasons. You won't have given the prospect enough
information and the prospect is not prepared to be sold in
the classified ad. The mindset is simply not there.
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A classified ad is intended as a sort of invitation. A
lure to convince the reader that they want to learn more
about your product or service. You must give enough
information to begin spinning the wheels of desire in the
readers mind, but not so much that they don't click through
to your website to learn more.
Forget What Your English Teacher Taught You.
As with many forms of promotional writing the rules of
grammar are often broken. The fact is that with a classified
ad all you have are few words with which to create provoking
copy. Grammar that is frowned upon in normal writing
situations is completely acceptable in the classified ad.
Fragmented sentences for instance. The fact is in order to
get your message across in the least amount of words will
require that your fragment your sentences.
Although capitalizing the entire copy or even a sentence in
the copy will appear too aggressive, capitalizing the first
letter in several words in a sentence will give a certain
emphasis to sections of your ad. This is also acceptable and
even encouraged.
Putting Body Into Your Ad
Use upbeat, positive language to describe your product or
service. Any type of negative language even when trying to
illustrate that your product "doesn't do it" will
become an association with your product or service.
Make sure that your copy flows. Although you can use
fragmentation, it is important that the copy flows from one
logical idea to the next. Don't use a headline that is in
opposition to the copy just to get the readers attention.
This is a tactic often used by amateurs and does nothing but
annoy the reader thus losing all credibility.
Don't get so caught up in your creativity that you forget to
be concise. Clever, poetic turns of phrase can leave the
reader confused about information. That isn't to say that
you should abandon creativity, certainly not. Just make sure
that your clichés are memorable not confusing, and above
all unique.
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Verbs put action in your copy, which in turn creates a
desire to take action in the reader. Develop copy that
creates a forward motion.
The Call To Action
Every classified ad must end with a call to action and that
action must be encourage the reader to click and learn more
NOT to buy. They are simply not ready to buy yet. Motivate
the reader and instruct them to take the next step by
clicking through to your website.
Consumers are smart, intelligent people. It isn't that they
don't know that the option to take the next step is present,
it is simply that the invitation makes it much more
comfortable to do so. Allay any fears in the reader, such as
specifying that they have no ob^ligation by clicking to
learn more. This calms their "gonna be sold" fears
and
allows them to take the action that will indeed outline all
the intrinsic reasons they may want your product or service.
Placing Your Ad
After it is all written and rewritten, it is time to place
the ad. The most compelling, perfectly written ad won't sell
readers that are not targeted to your product. For instance
the technologically developed baby bottle is not likely to
sell well in a publication geared toward the elderly. You
must do the research necessary to understand whom your
buying audience is and what publications they read. Only
then can your ad do the work necessary to bring in dynamic
business.
Once you have selected the correct targeted publications
plan to run your classified ad several times. Statistic tell
us that readers must see your ad seven to twelve times
before they actually make a buy. It is better to run one ad
several times in one very targeted publication than once in
several publications.
Learn, practice and develop your classified ad writing
prowess and you will enjoy dynamic results in your bottom
line.
Now login into your account
and use new knowledge.
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ABOUT THE AUTHOR:
Bill Nieporte is Editor of "The FreeAgentLifestyle
News" and a co-founder of a revolution that is brining
new school digital technology to old-school
"relationship" marketing.
Subscribe to Bill's ezine and/or join the revolution here:
http://freeagentlifestyle.com
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