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Writing Better Classified Ads
The best ads communicate a sense of excitement about the product or service. Good ad copy completely describes the product or service using interesting language, written from the reader's point of view, and offers benefits to the reader for responding to a particular ad.
Here are some copy guidelines outlining the elements of ads that generate response.
1. Use the right keyword. The keyword is an essential part of the copy because it places the ad in the right position within the classification, making it easier for the reader to find the ad when he or she is looking for the item for sale in the ad.
2. Create a benefit headline. The headline of the ad should answer the reader's question, "What's in it for me to read this ad?" If the ad does not have a headline, the first line of the ad is a good place to include a benefit statement.
3. Write copy that delivers details. Before readers will respond to the ad, they need to know the details. How many bedrooms does the home have? What color is the car? What brand name is the drum set? Has the puppy been spayed or neutered?
4. Include benefits about the product or service. In addition to the specific details of the product or service, the ad should also include benefit statements: What is the benefit … of an in ground pool? a leather interior? flexible hours?
5. Include a call to action statement. Give the reader a compelling reason to respond to the ad now. "10% off with this ad." "Limited inventory, call today!" "Won't last long."
6. Use abbreviations sparingly. If there are too many abbreviations in an ad, it will be to hard for readers to decipher, and they will skip it and move ahead to one that is easier to read. Make sure readers can understand your ads by spelling out important words.
7. Always include the price of the item. When readers see no price in the ad, they think "too expensive." Always, always include the price of the product or service in the ad.
8. Avoid cliched language and overused expressions. If every ad describes the home as "charming" or the automobile as "in excellent condition," these words become meaningless. Choose dynamic language and search for new ways to say the same old things.
9. Edit copy carefully. Make sure all words are spelled correctly and that the ad makes sense.
10. Include contact information and hours. Make sure readers know how and when they can get in touch with you. Make it easy for readers to respond to your ads. |
