Four Steps To Writing a Great Classified Ad

(c) 2002 Charlie Page

Classified advertising is one of the most cost effective forms of advertising on the Net today. Like most things that seem very simple on the surface, a great deal of work goes in to writing a powerful classified ad.

If you want to add power to your classified ads, carefully consider the following four step process.

Writing a great ad is hard. This is not "sit down for 5 minutes and punch it out" work. When a professional writer creates a classified ad for a client, it's not unusual for the writer to produce 15 or even 20 variations in order to get the best possible ad.

So grab the beverage of your choice, loosen up those typing fingers and let's create a order pulling classified.

The three parts of a great classified ad are ...

* The Headline
* The Body
* The Call to Action

IMPORTANT: Each one has only ONE purpose.

* The purpose of the headline is to sell the ad.
* The purpose of the ad is to set up the call to action.
* The purpose of the call to action is to sell the click.

If you keep this in mind as you write, you will see how easy it becomes to cause readers to take the action you want.

The Headline
Your headline must grab attention! The headline's job is to sell the ad.

Some people use sensational headlines with no relationship to their offer to grab attention. That approach may work in the short term, but damages your integrity in the long run. Honesty is always the best policy. The last thing you want is disappointment when someone arrives at your website.

Keep these ideas in mind when you write your headline.

* Begin each sentence with an action word.
* Create curiosity.
* Ask a question.

HOT TIP: If the publication you are placing your ad in doesn't allow headlines, use the first few words as the headline or indent the ad so it stands out.

When writing headlines, always remember that people care about exactly one thing; what's in it for me?

The Body
The body of the ad must tell your reader what's in it for them. What *benefit* will they get by making that click?

People don't want to 'learn more' out of idle curiosity. They want to learn more in order to get to the *benefits* you promised them, so don't be shy about what your offer will do for them.

The first step to writing the body is to list all the features of your product or service then, next to them, list the benefits of those features. You must write at least one benefit for each feature, or don't use that feature. People buy what your product or service will do for *them*, not only what it will do.

The Call to Action
The call to action is the action you want the reader to take. While it is often as simple as providing a link it's wise to pay careful attention to this step.

What to say here depends on if you are sending them to a web site, an autoresponder or some other way to get more information. If it's a website, be sure to include urgency. You must lure them away from what they are doing now in order to visit your site.

If you are using an autoresponder, tell the reader what to expect. Will they get one email, a five part series, or something else? The more they know, the more likely they will be to click through.

What's Next?
One last step and you're ready to begin making money. Don't forget to read your ad! Classifieds aren't supposed to read like a novel. Check that spelling too!

Once you have your dollar grabbing, profit pulling classified written, don't forget the #1 rule in advertising.

TEST YOUR AD

Test, test and test again to know what works. Testing allows you to spend small money now to make big money later.

By following these steps you will begin to create classifieds that work. Once you have an ad that works, use it everywhere you can afford to and you will rake in the profits!

More Copywriting Resources:

Masters of Copywriting A Complete Course on The Principles and Practice of Writing Advertising and Direct Mail Copy That Sells.