THE ART OF WRITING CLASSIFIED ADS
Yes, writing classified ads is an art that can be learned and developed. The perfect classified ad can be written in a relatively short period of time. Depending on the nature of your business, a well written classified can bring in business and subsequent sales of $10,000 to $25,000 annually, or more!
A classified ad is most assuredly a powerful tool. You must first become aware of the effective use of a classified ad as a business builder. Understand exactly what can be expected from a classified ad and what cannot. First of all, forget about any notion of selling merchandise from a classified ad. Some of the "experts" will tell you that a classified ads can bring cash orders for 50.- $1 - up to $3 or more. This is the exception for a classified ad rather than a general rule. Even in cases where small amounts of cash are received. Total revenue from a classified ad is usually less than if no money had been requested.
Instead of wondering and experimenting with your advertising budget, concentrate on offering free information in your classified ad. Realize from the beginning that your classified ad should serve only one purpose: targeting a specific audience.
From your classified ad, you want inquiries: letters, notes, and postcards---that request: "Send more information." When you start receiving responses from your classified ad, quickly reply with a professionally prepared sales pitch. The standard material will consist of a sales letter or flyer, and a return addressed envelope for convenience in ordering.
ZERO IN ON YOUR MARKET
Unlike display advertising, which must attract, and grab the reader; your classified ad is placed under specific heading according to subject. Classified ad readers interested in your subject will scan the heading in much the same way they would scan a phone directory. They are looking for something. Do you have what they are looking for? Tell them with a well-written classified ad!
Do not use deception with you classified ad. What you want are quality names of prospective buyers... not a large quantity of names. It would be easy to promise the moon in your classified ad. But if it can't deliver, you will not only lose the initial sale, you will have alienated your prospect.
Place your classified ad under the most appropriate heading. If you were offering something appealing to sportsmen, the classified ad heading would be SPORTING GOODS. If you're aiming at a specific type of sportsman such as hunters, fisherman, or bowlers, you might find such a classified ad heading. In some cases you can have the publication create a new classified ad heading for you for an additional charge. It could be worth the extra cost.
BE STRINGENT WITH WORDING
The best way to write your ad is to disregard size and cost at first. Start writing your classified ad by writing everything on paper. Stress the need for what you have to offer, what it will do for readers, how they will benefit from your product
When you have finished writing, you might have a long paragraph or a full page. Now is the time to think of size and cost. You will pay by the word for a classified ad, so you will have to be selective in your choice of words in the final classified ad.
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