There are two components to this important equation: the ad and the vehicle. Choosing the right ezine or website is an art form in itself and a story for another day.
For now, let's focus on how to write classified ads that jump off the page:
1. The headline is the most important feature of your ad so spend lots of time on it. A good headline teases, entices and lures. Here's a headline that DEMANDS to be read by everyone in business:
"Is Your Online Business "Wide Open" to Criminals?"
2. Address your target market early and clearly so they know your message applies to them. "Is Your Online Business..." hones in on e-business owners specifically.
3. Use simple language and short, punchy statements that can be quickly scanned.
4. Determine an appropriate length. Fifty words, between five and seven lines formatted to 65 characters per line is most common but individual ezines may have different guidelines.
5. Focus on benefits. Your prospects don't care, for instance, that you're "the best in the tri-state area" (according to you). They don't care if your cheese spread is "the cheesiest and darn proud of it." Neither your pride nor your puffery will convince them to buy. All they want to know is, "What's in it for me?"
6. Give something away. An ebook, a free course, or just the answer to a question, as in the headline above. Anything to get prospects to make contact and open up a dialogue with you.
7. Be different. Have you noticed lately how many ads promise that you can "work at home and make $$$"? Your copy has to be original to get attention and be remembered. For example, this headline also sells the work-at-home dream but with a unique twist: "Commute in your slippers."
8. Temper your enthusiasm with reality. People are skeptical of outlandish claims and tired of hype.
9. Invite action! Decide what you want prospects to do and then ask them to do it. Visit your website? Sign up for your ezine? Request an estimate? Click here? Spell it out clearly or they'll read your pretty words and keep scanning right on down the page without stopping to act.
10. Write a couple of different ads so you have several on hand to rotate. Track them to see which ones pull best.
A well-written classified ad can be a great way to launch your promotional campaign without spending a fortune.