Tips for effective ad writing
Here are 10 good tips you need to write effective classified ads - and a checklist for criteria to include if you're writing a general merchandise ad.
Make your ad stand out
Classified ads that use art, layout and/or type in a distinctive way usually attract more eyes than run-of-the-mill ads. Just check the paper - every day there are listings that stand out from the others.
Use a prominent benefit headline
Choose the main benefit of your merchandise and feature it in a compelling headline. Amplify this message in your subheads and copy. Avoid generalized quality claims.
Make your copy complete
This means two things: know what is important to people browsing in your classified category, and make sure you touch on those points; and use complete sentences - they're easier to read than a series of phrases and random words.
State a price or a range
Quote a price, even if it's high or low. If you're high, explain why it's worth it, and if you're low-balling it, support it with facts that make it believable (for example: moving, quick sale, special purchase).
Specify brand names
If you are selling name brand merchandise, be sure to name the brand (and model if pertinent) in the ad - the more specific the better.
Include related items
Make two sales instead of one by offering related items along with a featured one. For example, list golf bag with clubs, end tables with couches, frames with mattresses.
Use a simple layout
Classified listings should not be crossword puzzles. A good ad layout is planned logically and intuitively - it carries the reader's eye through headline, art, copy, price, advertiser's name and phone number.
Use a dominant element
A large visual or headline means your ad will be noticed. Photographs or realistic drawings attract people, but nothing draws the eye like pictures of "real people."
Let white space work for you
This is an important layout element in classified advertising because the average classified page is heavy with small type. The more "empty" space in your ad, the more it will naturally be noticed. Boxing an ad (adding a simple border around it) automatically creates white space around it, which in turn automatically draws the eye.
Urge the reader to act now
By ending your ad with a call to action such as "12 hour sale," "this week only," or "call now, won't last long"," you add extra incentive for the interested buyer to call you first.
Checklist - Every classified should include:
• Type of sale
• Sale date or days and hours
• Price
• Make and model
• Size and color
• New, used or reconditioned
• Service or warranty
• Delivery details
• Name, phone number
• Address or directions to location
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