Writing Effective Classified Ads for Newspaper and Online Sites
The classified ad has moved from simply being displayed in newspapers into an abundance of websites that post classified ads.
Craigslist is an immensely popular free classified ad site. Software such as MyFreeClassifieds will submit your classified ad to hundreds of free classified ad websites in one click.
Now,
the question that faces you is, "How am I going to write an
attention-getting and effective classified ad that gets the results I'm
looking for?"
Writing Effective Classified Ads Starts With Reading Classifieds
The
first thing you should do to give you an idea of how to write a
classified ad that "jumps out" at the reader is to pick up your local
newspaper, or search a classified site like Craigslist.
Read the classified ads and, without paying attention to the large
display ads, let your eye skim the text-only ads. Which ones caught
your attention first? Type them into a word-processor document as they are, with any bold text and use of italics, etc.
These classified ads are going to be your templates and you can type your own classified ads underneath in the same document.
Writing Effective Classified Ads: Bring on AIDA!
If you have never heard of "AIDA" before, here she is, broken down:
A – Attention
I – Interest
D – Desire
A – Action
1. A – Attention:
Great
headlines grab readers' attention. Be a bit creative with the headline.
Your goal is to get the reader to read the rest of the classified
advertisement. Target your audience! For example, a classified ad
headline could read, "WILL TRADE HORSE FOR HUSBAND."
That headline would at least make most readers want to read further to
find out what on Earth the writer was thinking. Reading further, they
would discover that a woman is willing to trade a $1,200 horse to
someone who will paint her home.
2. I – Interest:
You generate interest by focusing on the most beneficial aspects to your item or service. If space is limited, choose the one most enticing aspect and write about it in your classified ad.
Choose
your words very carefully when writing your classified ad. The
difference between "great" and "outstanding" could mean the difference
in the sale of your product or service.
3. D – Desire:
Create desire in your classified ad by creating an enticing promise
such as how the product or service outweighs the competition. Readers
like the words, "easy," "simple to use," "guaranteed," "free
replacements," "original," and "new."
4. A – Action:
A "call to Action" ends your classified ad. You will need to instruct
the reader on how to contact you directly by mail, phone, website, or
e-mail. A call to action using an offer might be something like this:
"Act Now: Limited time offer. Mention this ad and get a 30% discount
plus a free quick start DVD with your order."
The Construction of an Effective Classified Ad
1. Make sure your classified ad makes sense and is directly to the point.
2. Bold or increase the font size(s) of certain parts of your text (absolutely with your headline at minimum). Do not
bold, capitalize, or have the same font size throughout your entire
classified ad! Used sparingly, these techniques can make certain text
stand out, but emphasizing every word defeats the purpose and looks a
little desperate.
Things to Remember When Writing an Effective Classified Ad
 Read your local newspaper's classified ads and see which ones grab your attention first.- Create an exact duplicate of an attention-grabbing classified ad as a template to use for your own effective ad.
- Use "AIDA": Attention, Interest, Desire, Action when writing your classified ad.
- Create a bold, creative headline in your classified ad.
- Strategically use fonts with bold, italics, increased font size, and capitalization in your classified ad.
- Never
use the same font style for an entire classified ad! The headline
should be the attention-getter and your contact information should be
very easy to spot.
Additional Resources for Creating Effective Classified Ads
MyFreeClassifieds Software
Writing Power Classified Ads
Classified Ad Tips
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