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Summary: In spite of their size, classifieds pack a powerful advertising punch. Here's how to make yours more effective.
Category: Small Business
Words: 760
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Mini-Persuaders --- Six Steps To Successful Classified Ads
Copyright (c) 2002 by Angela Booth
The skillful use of classified ads builds your business.
Classified ads are inexpensive and powerful, and are an excellent way to promote your business both online and offline. Online, you can place ads in ezines and on Web sites, and offline, run them in your local paper and in niche magazines.
If you've tried a classified or two to promote your business and were disappointed with results, remember that a one-shot deal won't work.
You need to run your ads repeatedly. For months, not weeks. Run one classified a week in a newspaper, or one a month in magazine read by your target audience ---for at least four months.
The humble classified ad is magic bullet of advertising. And like a bullet, it needs to be precisely aimed.
=> Step One: Pick your bait
Somehow you've got to pack copywriter's AIDA formula of an successful ad: Attract, Interest, Desire, and Action, into 30 words.
You attract interest, arouse desire and get reader to take action, with an appealing bait.
Start by listing everything you can think of to say about your product or service. Don't limit yourself. Don't just cover all features you usually cover. Write down *everything* you can think of. You should have a long list.
Let's say you're selling a German Shepherd puppy. You can include: color, age, sex, pedigree, temperament, conformation, and vaccination history. Don't confine yourself to only these points however.
Add that he'll sit and drop on command, walks on a lead, loves cat, and is greedy. The more attributes you list about your puppy, more likely it is that you'll hit on a unique combination of words which will make your ad stand out.
In your 30 word ad, you can't cover everything, so you'll tailor your ad to your ideal buyer, by mentioning only those things which will appeal to that ideal buyer.
This pre-screens your buyers for you. It doesn't matter what you're advertising either, whether it's a car, a lawn mowing service, a job, or a business.
When you've listed everything, pick four or five things you think would appeal to your ideal buyer.
