The Blue Print for Writing Classified Ads
Classified advertising can be tricky to master but it is one of the most cost-effective ad mediums on the internet today.
To write a classified ad a writer needs to understand the one premise to a classified ad. Once a writer understands this premise, he or she can write an ad within minutes.
The premise of a classified ad is to get the reader to do what you want them to do. The goal is to get the reader to either click on your ad or visit your site. There are 3 parts to a classified ad, which work in conjunction of each other. Think of your hand. Your hand when it is open is not as powerful as the fist you can make.
A classified ad has 3 parts:
1. The Headline
2. The Body
3. The Call to Action
Just as each finger has specific functions that make up your hand, each part of the ad has a specific function as well.
The headline job is to sell the ad.
The body or copy is to build up the call to action.
The call to action is to sell the click or site you are promoting.
As stated earlier, the headline purpose is to sell the ad. To sell the ad means you want the headline to convey that you have something worth reading and the reader should want to continue reading. A headline should capture the audience's attention.
Sensational headlines:
Sensational headlines do work. However, some ad writers will use sensational headlines that may not have a relationship to the subject to get the reader to read his/hers ad. Often this non-congruent only damages the ad writer in the long run because it creates a creditability problem towards the ad writer. Once a reader feels that the ad writer is being dishonest, then the reader develops a bias toward any work done by that ad writer.
It is better to be honest in your headline and congruent to what the reader will expect to read or see when they visit your site.
Some Tips on writing headlines:
One of the easiest ways to come up with headlines is to read large amounts of headlines of magazines, newspapers and even the headlines of the tabloids' that you see while you wait in the grocery store check out line. The idea is not to copy but to get ideas.
Notice how the tabloids' use action words to create curiosity. In addition to using action words, they also will ask questions, outrageous statements and ask for your opinion at times.
The Body
The purpose of the body copy is to build up the call to action. When writing the body of the ads remember what is going on in the minds of most readers. Most readers are deciding, "What's in it for me" How do I benefit form reading this ad or visiting this site. The ad writer must constantly ask him/herself what benefits am I offering to the reader. For example, is it life changing? Is it informative information?
It is equally important for the writer to insure the benefits of their offer is clearly understood- (Features tell benefits sell.)
The call to action is to sell the click or site you are promoting.
The call to action is when you want the reader to click the link in your ad.
The difference is how you ask for the response. Using words like "to gain access" compared to "click here" could mean the difference of several thousand of clicks to your site or none.
The importance thing to remember about a call to action:
What you say is as important as how you say it.
You must test to see which words work best.
A call to action is not an exact science, what works for one group may not work for the other.
What works as a call to action today may not work a year from now.
No matter what your call to action is, the thing to remember is you must lure them away from what they are doing now in order to visit your site.
A call to action must be simple, not tricky and easily understood.
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