If you're in the business, you know you need to advertise to attract customers and get good results. A good ad attracts attention, arouses the interest of its readers, and makes them want to buy. Learn how to write an attractive and effective classified ad.
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| Classified Ads |
Part 1: Know the basics
1. Decide in which media to post your ad.
Will you publish it in a newspaper, magazine, website, or on Facebook? The medium by which you publish your ad will greatly influence the editorial staff. Find out about the format and size of your ad: how many words can you post, the font size, and whether you can include graphics or video. The formatting of classifieds is usually very flexible, but you may need to tailor your ad to the space you have been allocated.
- If you run an ad in your local newspaper that is ¼ page to full page, you will have enough space to print a good paragraph.
- However, if you place your ad on Facebook or another website, you will only have a small space of a sentence or two.
- Whatever the format of your classified ad, every word counts. Don't be too vague or verbose, because your readers will only glance at it instead of dwelling on it. So, regardless of the size of your ad, the same principles apply.
2. Write your ad based on your target readers.
Which consumers are you addressing? Ideally, everyone who reads your ad would want to buy your product, but in reality, you will get better results if you write your ad for a specific group of consumers. Use language and references appropriate to the market you are targeting. Other consumer groups may not be interested at all, but the important thing is to reach out to the hearts of people who may become loyal customers.
- For example, if you are selling a service that allows authors to publish their books themselves, use sleek, supported language. Thus, your target readers, authors who want to publish their book, will feel in good hands with your company.
- If you are selling a product that will appeal to young consumers like rainbow-colored mouth candies, forget about the supported vocabulary and use a register known and understood by your target audience: children who want to spend their pocket money on candy or who can ask their parents to buy them.
3. Write an ad that will grab attention.
Your headline will be the most important part of your ad because it's your only chance to convince your target audience to read your ad. If your headline is vague, hard to understand, or uninteresting, you can't expect people to read your ad, even if you've written it carefully. Your message to them is that your company is not creative enough to make an interesting ad, which will also have a negative effect on your product even if it is excellent.
- People in the subway browsing Facebook or browsing a magazine are faced with hundreds of classified ads that are supposed to catch their attention. How can you stand out so that they are only focused on your product? Write a headline that will compel the person to pay attention.
- Your headline could be shocking, strange, touching, or exciting - anything as long as it piques the reader's curiosity.
- Write something mysterious: “Don't be happy, be terrified! "
- Write something impossible to ignore: "Buy a ticket to Paris 75% cheaper!" "
- Write something very emotional: "She only has two weeks to live!" "
4. Don't start with a question.
You might get the attention with a very creative rhetorical question, but don't choose anything ordinary like "Do you need a new car?" Consumers have read thousands of questions like these already and are tired of being asked the question. You will have to dig a little deeper to get their attention. Find an original way to tell people you have exactly what they need without asking them a typical question.
5. Write an introductory line that will make them want to read more.
The sentence following your headline will give you a small chance to give a good impression of your company in the minds of your readers. You need to follow your mysterious (or shocking or touching) headline with something substantial, otherwise, your headline will be seen as bullshit [1]. Use your opening sentence to explain to the consumer what need your product can fill.
- Mention the benefits your product will bring to the consumer [2]. Your introduction should present your best selling points.
6. Create a compelling desire for your product.
Your introduction also gives you the chance to create a strong desire for your product. Appeal to the emotions of your readers and make them believe that your product will fill one of their needs. If that sounds like manipulation, it is, but if you come up with a product that will be of real benefit to your readers, you shouldn't be ashamed to appeal to their feelings if the product helps them improve their lives.
- Longing can also be an effective tool in reaching people's hearts. For example, “We use the best peppers to make this spicy sauce as tasty as Grandma's. "
- Playing on people's health concerns also works very well: “You do all the hard work to quit smoking. Let us help you get your life back. "
- Don't forget to mention the name of your company and your product somewhere in the ad.
7. Tell them how to order your product.
Finally, write a hard-hitting conclusion that tells your readers what to do next. Tell them what to do to easily get your product or contact you.
- You can also simply mention your website and readers will know where they can buy your product.
Part 2: Refine your classified ad
1. Analyze bad classifieds.
If you are new to writing ads, analyzing and understanding why a classified ad is bad can help. Find a few bad ones, you will know they are bad because you just won't want to read them and try to figure out why they are so ineffective. Is this the headline? The introduction? The tone of the announcement?
- Once you've successfully pinpointed why they're ineffective, think about what might improve the ad. Rewrite it and try to make it more effective.
- Also, analyze effective classifieds and try to see what makes them so appealing.
2. Write naturally.
When writing your own ad, try to write it in as natural a vocabulary as possible. Write it as if you were talking to someone. People are drawn to the natural, the natural speaks to them more than an overly formal register.
- Don't be too rigid, you want your readers to feel understood and accepted.
- Don't be overly friendly either, you might sound fake.
3. Be brief.
Wherever you post your ad, it should be short, but punchy. People don't have time to read an ad that takes more than 30 seconds of their time and sometimes less. They'll come across your ad while they're doing something else, like reading an article or getting off the train or bus. Your ad should be interesting enough to make a strong impression with just a few words.
- Keep sentences short rather than long sentences. Long sentences are difficult to understand in a short time.
- Handle and rewrite your ad until you can say what you want to say in as few words as possible. You don't have to use full sentences as long as the message is clear.
4. Consider using testimonials.
Today people like to read reviews and testimonials before purchasing the product. Usually, they won't buy until they are sure the product has worked well on other people. If you add a testimonial or two in your ad, you will immediately put the customer at ease.
- Choose to name a respected customer in the community if possible. For example, if you are selling a health product, name a doctor or health care professional.
- If you don't have a lot of space, you can always add the testimonials to your website instead of incorporating them into your ad.
5. Use graphics wisely.
If you have the option of using a photo or video in your ad, think carefully about its composition. A photo will allow you to use fewer words, you won't have to describe your product or explain its usefulness. Instead, juxtapose the photo or video to a compelling headline with your company's website URL link.
6. Record yourself aloud.
Once you've written your ad, record yourself reading it or telling someone. Listen to it again. Is it written with a conversational tone? Is it impactful? If someone told you the same thing, would that pique your curiosity? Reading your ad aloud is a good way to spot flaws or words that could make your ad ineffective
7. Test your ad.
Post it in multiple places to see what kind of results you'll get. Hopefully, you will see your sales increase. You can tell if your new sales are due to your ad by asking your customers how they heard about your company. If they tell you it's through your ad, then you'll know it works [3]!
8. Rewrite your ad until it works.
Don't keep posting an ad that doesn't get you increased sales. Keep rewriting it until you are sure it gets you, customers. A poorly worded ad can actually do your company more harm than good. When you have used your ad for several months, change it to advertise a new product or one of its new features.