|
Classified advertisements are effective for many types of businesses. Just because they are smaller and less expensive than
other types of ads, however, it doesn't mean you can use classified advertising with less thought and planning. Before you place your next (or first) classified advertisement, learn how to use them to your best advantage and
get the most for your money.
What A Classified Ad Is
There are three types of classified advertising that are commonly seen: directory advertising, newspaper classified ads and display
classifieds like those in the back of magazines. "Classified" merely refers to the fact that the ads are placed within categories according to the type of product or service being offered or the type of purchaser sought.
Classified advertising offers many advantages for businesses:
It’s cost-effective…
It’s flexible…
You can usually change ad copy frequently, although there’s often a fee for every change.
It’s a good way to test an offer or an ad location…
Find out what will work before committing to a larger, more expensive promotion.
It’s easily targeted…
There are thousands of directories, magazines and newspapers that offer classified advertising space, one or more of which is sure to reach
your target audience.
Classified ads have high reader interest…
People who read the classifieds are usually people who are already interested in locating a particular product or service. When you get a
response from a classified ad, you’ve reached an honest-to-goodness prospect, not just a browser.
Classified ads aren’t good at building an image or brand name; they won’t position you as an expert; but they are one of the most
cost-effective ways to get people to respond directly to you.
Copywriting Principles
Creating classified ads is a little different from creating other types of print ads, and you'll see some classified-specific tips toward
the end of this article. However, first get a grip on general copywriting principles that apply to all ad copy.
Who are your ideal customers?
What’s their age, income, education, etc.? Find out who’s buying from you now to see what they have in common. That helps you
determine the factors that follow.
Where do your prospects look for information?
Why do you want to advertise?
What's your advertising objective? Of course, you want to sell more. But what’s the purpose of this particular ad in this
particular location at this particular time? Do you want to introduce a new product or service or announce a sale on old merchandise? Do you want to increase awareness of your product or get customers to buy it right now?
What do you want people to do after reading your ad?
Do you want them to call, send for information, come by your store, check out your Web site or mail you a check? Before you write your ad,
complete this sentence: “As a result of reading this advertisement, I expect X (this group of people) to do Y (this action).” Usually, classified ads don’t generate immediate sales; they’re more
effective as teasers, encouraging people to write or call so you can continue the sales process.
How much do you want to spend?
What is your advertising budget? The cardinal rule to remember here is that advertising is a repetitive process, so your budget should take
into account the expense of running an ad several times in the same place. There’s a typical chronology of ad response. The first time people see your ad, some of them will respond immediately. Some people will clip a copy
of the ad or highlight it with the intention of responding, but never get around to it. Some will stop to read it and then keep going. Some people never even notice it.
How many times should you run the ad?
Business experts Paul & Sarah Edwards bring up the Rule of Seven, which asserts that a message needs to be noticed by any given customer
seven times before he or she will respond. Seven times isn’t much, but the corollary to the rule is the kicker: It usually takes three tries to get noticed once. That means you have to expose your product or service to
someone an average of 21 times before they’ll call, come in or place an order. Each time someone sees your ad, you become more familiar. As you become more familiar, you become more credible. As you become more credible,
you make more sales. For most advertising, your money is better spent by repeating a small ad over and over in a good location than by putting out a huge one-time display.
Remember that you have a lot of competition for people’s attention. We’re bombarded with advertising messages every day.
You’ll probably get less of a response than you expect. However, most ads pay for themselves over time, even if not on the initial purchase. Remember, it’s repetition that does the trick.
How To Write An Effective Classified Ad
An effective classified ad is divided into three parts: the headline, the body of the ad and the call to action. Then I’ll share a few
secrets.
The Headline
The first few words are the most important. They determine whether someone reads your ad or moves on, so make your headline truly
compelling. Verbally “yank them up by the collar.” When space is at a premium, as in a classified, write a headline that tells people exactly what you have to offer.
Here are some samples of a few good headlines: “Urgent need for your broken appliances.” Urgent is a great word. This headline isn’t exactly earth
shaking, but if you have a broken appliance, you’ll notice it.
“Now get cable TV choices without the cable.” “Never clean your cat’s litter box again.” These are just
straightforward declarations about how a prospect will gain from your products or services. They’re short and direct.
Another idea here is to imagine what your prospects would like to hear when they bring their problems to you, and then offer that as a
headline. For example, your car starts making a weird grinding noise. Your spouse is out of town on business with the other car, and you have to get your mother to the hospital for her chemotherapy before your meeting with the
orthodontist to discuss braces for your son. What would you like to hear from your car repairman? “No big deal. Easy to fix. Your whatsit gear was just a little loose. We’ll have it running in no time.” Those
words are music to your ears. You heard what you wanted to hear. Turn that into a headline: “We’ll have it running in no time.”
A matchmaking service might announce: “We’ve found the perfect mate for you.”
An investment firm might run an ad with a headline that reads: “Your portfolio is up 34%.”
Remember, you’re in your business because you can solve a particular problem or fill a particular need someone has. Tell them so.
The Body Copy
Keep the ad focused. Write with your objective in mind. A classified isn't the place to list all of the advantages of buying from you or
all of the models you offer. Stick to the points that help you reach your immediate objective.
Don’t advertise more than one product or service in one ad. This is for two reasons. The first is that most people only retain one idea at a time. Second,
because most people notice only the first word or concept, they probably won’t see that what they want is the fourth item on your list. The bottom line is that you’ll increase your response if you write separate ads.
Eliminate the “puffery.” By that I mean those overworked, meaningless words and phrases such as “best,” “highest quality” or
“lowest price.” What means more, “the best toothpaste” or “recommended by four out of five dentists”? Use facts rather than claims like these. People don’t trust them any more.
The language you use is important. Make every word count. Use short sentences, write to an eighth-grade level and don’t talk in
“corporatese.” Notice how all the ads in the classified section of the newspaper read the same? One sure-fire way to get people to notice your ad is to write like you talk.
Don’t use abbreviations unless you’re absolutely sure that 99.9% of the people who see the ad will understand them. Brevity is
often a false economy, anyway. You need to say enough to get people to respond, but they’re not likely to do so if they don’t know what you’re offering, what problem you’re solving or how you’re
better than the other guy.
Remember to sow what you want to reap. For example, if you mention a price in your ad, you’ll attract buyers for whom price is important. Ditto for quality,
service and experience. Promote something you or your company is very good at, and then use other points to help close the sale.
The Call to Action
This is often overlooked. Once you’ve made your point, tell customers what action to take. Don’t just assume they’ll do
it. Inertia invariably comes into play; people tend to put things off. So you need to ask people to respond. It could read something like: “Call to place your ad in the directory today” or “Send a SASE for your
FREE brochure.”
Using a prompt helps. Try: “Hurry, quantities are limited” or “20% off if you respond by the end of the month.”
Whatever you ask prospects to do, make it easy.
Make sure you have an answering machine or a toll-free number, if appropriate. A follow-up by mail is common, but use a phone call, fax or
e-mail contact whenever possible. Remember to plan for the response. If you’ve offered a free video in your ad, make sure you have a good supply. Try to get orders out within 24 hours of receiving a call. If you wait, your
prospects may lose interest in you, or your competitors may close a deal with them in the meantime.
Here are a few specific tactics suitable for classified ads:
Use enhancements…
Bold letters, capital letters, borders, and so on make your ad stand out. There is such a critter as a classified display ad, with a border
and perhaps a graphic. While it’s a little more expensive than a text-only ad, it attracts more attention.
If you can use these extremely persuasive words, highlight them…
Put the word FREE in bold. If you have a toll-free phone number, say TOLL FREE in big, bold letters. (Some people don’t know yet that
888 numbers are toll free.)
Another idea is to make your ad into a coupon, or make your ad look like a coupon…
Use a border with a heavy dashed line and perhaps other “coupon-like” elements to create a coupon image. People tend to equate a
coupon with a good deal.
Finally, measure the response to every ad you run…
One simple way to do this is to ask customers how they found out about your company when they call. (But don’t forget that cumulative
effect; the odds are it wasn’t a single ad that produced the call.) Another easy way is to code your ads by location. That way, you’ll know where your ad was seen. Varying the offer in your ad is another way to test.
One ad might say: “Buy one, get one free.” Another might read: “Get the first one for $19.99 and the second for only a penny” or “Two for the price of one.” The basic offer is the same --
you’ve just worded it in a different way.
Once you go through all the work to craft an effective ad, keep it running through good times and bad. You never want to drop out of sight.
And remember, you’ll get bored with your ad long before your customers and prospects do.
|
