Continued from page 1
=> Step Two: Write
headline
Your classified ad won't really have a headline, but first line functions as a headline. It should stop reader cold, and it must be part of your sales message.
Remember that in newspapers, classifieds run in categories with headed columns, so don't repeat words like "For Sale".
=> Step Three: Write body copy
You can't be too creative in a basic classified. Give facts. You can add descriptive words like "charming", "classic", and "elegant" to spice up copy. Use punctuation rather than linking words like "and".
Get enthusiastic about what you're selling. This enthusiasm will come across in ad. Imagine yourself buyer: using item, applying for job, or buying from business.
This enthusiasm is vital when you're selling. If for some reason you're having a bad morning, put ad away for a few hours until you can achieve genuine enthusiasm
If you're writing an ad for someone else, and you don't feel excited, it's usually because you don't know enough about what you're selling. Do a little more research.
=> Step Four: Get response
Don't forget to add phone number, address if required, or online URL.
The response is usually placed last in a classified. However, you can make your ad stand out by giving phone number or URL, and then making one final selling point: "Three only", "free quotes", or "results guaranteed".
=> Step Five: Write several versions
Write at least four versions of ad. Then go and do something else. When you come back, you'll have more perspective so you can pick best one.
Here's a successful technique: if you have so many selling points that ad runs long, split it and run two ads.
=> Step Six: Test your ad
Testing is a must for a business ad. Often changing first line, or rearranging your selling points will double or triple pulling power of an ad.
How do you test? The basic process is to run ad, and record response. Ask people who responded what drew their attention to ad.
Keep changing ad slightly, and recording response each time you run it. The ad you settle on for longterm use is ad which pulled most responses.
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Australian author, journalist and copywriter Angela Booth has been writing professionally for over twenty years. She writes business books and copy for businesses.
