So you've decided to write a classified ad. Congratulations! Classified ads are a powerful tool for generating leads and sales. Are you intimidated? You shouldn't be. Writing a good ad involves understanding some basic principles and following a few simple steps.
When it comes to advertising, A.I.D.A. is the rule. A.I.D.A. is the mantra-like guiding principle of the advertising world. It stands for:
Get the reader's Attention
Generate Interest
Create Desire
Demand Action
Advertising experts will tell you that if an ad satisfies the A.I.D.A., it will be successful.
So how do you write a successful ad? Follow these steps:
1. List every fact about the product or service.
Write down all of the details about your offering. Sizes, colors, speed; whatever is applicable. But there is one thing to leave out; price. NEVER reveal your price in a classified ad, unless the product is free.
2. Highlight the facts that can be promoted. These will be features.
Which features will your prospects regards as desirable? These are the items that will be used generate interest.
3. Write a killer headline.
This is the critical part. You must jolt the reader, command their attention. Some ideas: Ask a question. Make an outrageous (but truthful) statement. Some attention getting words:
Sure-fire
Obsession
Just in Time
Excitement
Opportunities
Simplistic
Skill
Dividends
Upscale
Avoiding
Affordable
Innovative
Flourishes
Pioneering
Viral
Comprehensive
Longevity
Savvy
Ultimate
Launching
Foothold
Challenging
Surging
Enterprising
4. Write the body copy, emphasizing the features from Step 2.
Be creative. If you asked a question in the headline, try answering it with your features. Try evoking an emotion. The body should have rhythm, almost like a poem. Read it aloud. Did it sound smooth, or was it disjointed? Smooth is your goal.
Avoid using any headline words. Redundancy detracts from the rhythm.
Create some mystery. Keep the actual product and/or company secret. Make the reader curious.
5. Write the contact information.
Add the product link for the reader to click, and you're finished! (Be sure to type an imperative e.g. "Click Here", "Visit us now", before the link.)
Hint: Use a forwarding link, i.e., a link that will forward the reader to the actual target link. There are two reasons for this:
a) The actual product link will usually have the product name and/or the company name, which eliminates the "mystery" we achieved in Step 4.
b) It gives more control for testing purposes (I'll discuss ad testing in another article).
6. Ask A.I.D.A.
Turn each step of A.I.D.A into a question, and ask that question about your ad.
Does this ad get the reader's attention? Does this ad generate interest? Does this ad create desire? Does this ad demand action?
If the answer to all four questions is yes, the ad is ready to be published. If any of the answers are no, then you need to do some rewriting.
This is really all there is to writing a good ad. As you write more ads, you will find that it almost becomes second nature.
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* Article by Anthony Herrod of www.AnthonyHerrod.ws. Check out his other articles at http://www.AnthonyHerrod.ws/blog
About the Author
Article by Anthony Herrod of www.AnthonyHerrod.ws. Check out his other articles at http://www.AnthonyHerrod.ws/blog
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