How To Write Effective Classified Ads

Writing That Gets Results II

When you are writing classified ads for print media, you have a lot more than 3 seconds to grab an individual's attention before he/she moves on to the next ad. Like the Internet, your headline and ad copy must grab attention immediately and hold the reader's attention long enough to get your message across.

In the print media, words and images are the only means to grab a reader's attention. If you decide to place ads on local radio or television stations, it's best to let station personnel write these ads for you. They are more familiar with their audience and the format.

However, many times you can write your own ad copy as long as you follow strict timing guidelines. Just like writing for the Internet, practically all the words you will ever need to write good classified ad copy are in the dictionary. Your problem is the same as a person writing for the Internet.

You don't know which words to use or in what order. The best way to write effective classified ads is to remember, all words produce images in your mind that relate to that word. For example: When you say the words, "beautiful lady" or "handsome man". A picture of a beautiful lady or handsome man will form in your mind.

Remember, the opposite is true for a visual image. If you saw a visual image of a beautiful woman or handsome man your mind will produce words that will help you describe and relate to the image. When words (spoken or written) and visual images are combined, they can move a person intellectually, emotionally, or logically. Provocative visual images can arouse intense emotions within an individual that can move him/her emotionally with little or no regard for intellect, logic, or reason.

Remember, if you combine provocative imagery with drama, words (spoken or written) and music and you can arouse such an emotional reaction within an individual until he/she may completely abandon his/her intellect, logic, and reason. When this happens, that individual has just seen a good production in a theater, on his/her computer, or on television.

Remember, if you remove the visual imagery and just use spoken dramatic words and music you have an excellent audio production. Dramatic words are words or language that is spoken with feeling, emotion, emphasis, voice inflection and intonation. Your problem is you don't which words or images to use, or how to use them for maximum impact.

It doesn't matter whether you are writing for the Internet or a community paper, start with choosing words that produce a vivid image in your mind. Choose words that are captivating, colorful, expressive, and descriptive. In order to appeal to a person's intellect, emotion, logic or reason, you must get his/her attention.

An effective classified ad grabs Attention immediately, establishes Interest, creates Desire, and moves a person to Action in less than 15 words. This ad format is almost an art form, but it can be learned by almost anyone.

Writing ads can be very frustrating. Even though there are many similarities between writing for the Internet and print media, there are also some glaring differences.

First: Time is not a consideration when writing a classified ad for print media. A reader can glance your ad several times during the course of a single reading session.

Second: Unlike placing an ad on the Internet where ads are typically 25 to 30 words, a classified ad must be much more concise. You must say a great deal in as few words as possible.

Third: Internet classifieds are more time sensitive. However, once you grab the reader's attention, he/she more than likely will read your entire message. Print media clssifieds are space sensitive. The more space your ad requires the more it will cost.

Fourth: Very few internet publications charge by the word or line, in the print media, charging by the word or line is a common practice.

Fifth: Far too often in the print media, your headline is your ad.

However, like writing for the internet, the best method to use to guide your writing is still the A.I.D.A. Principle. If you recall, AIDA is an abbreviation for:

Attention: Conscious awareness

Interest: Having a sense of concern, an advantage or profit, appeal, or curiosity.

Desire: To wish or long for, crave, covet, have an appetite for, passion or lust.

Action: Putting forth effort, activity, doing, working, operating or exerting power.

Unlike the Internet, The A.I.D.A. Principle is very effective in the print media. You don't need to consider fonts, colors, layout, or graphics. However, you do need to know your Audience.

A typical classified ad in a print media might read as follows:

"EARN $15,000.00 - $30,000.00 A MONTH."

Find out how. Go To: http://www.independentmarketinggroup.ws/as

"LOSE 30LBS IN 30 DAYS.

GUARANTEED OR MONEY BACK."

Call: 1-800-331-1274

"PUT $5,678.00 A MONTH IN YOUR POCKET."

Go To: http://www.independentmarketinggroup.ws/tib

"INCREDIBLE DISCOVERY. UNLIMITED CASH FLOW."

Call: 1-800-331-1274

"EAT ALL YOU CAN EAT AND STILL LOSE WEIGHT."

Call: 1-800-331-1274

"DISCOUNT CIGARETTES. $0.99 A PACK."

Go To: http://independentmarketinggroup.ws/imgws/id3.html

"SAVE 70% ON PRESCRIPTION DRUGS."

Call: 1-800-331-1274

CAN YOUR OPPORTUNITY TOP THIS - $169,000 IN ONE MONTH?

Go To: http://www.independentmarketinggroup.ws/topthis

In the print media, bold print and capital type-setting will have much more impact than lower case type. Knowing your audience can not be overemphasized. Your audience is the reason why you are expending time, effort and resources to reach them intellectually, emotionally or logically. Therefore, decide in advance what specific audience or target market you are trying to reach with your message.

Below are the basic components you need to know in order to write effective classified ads. The easy part is combining them in an intelligent and organized manner to produce a finished product. Lets review the components and the final element before proceeding to the next section. To write effective classified ads for the print media, you need to know:

How to Use Captivating, Colorful, Descriptive, and Expressive Words.
How to Use The A.I.D.A. Principle.
How to Use Intelligence and Organization to Reach a Specific Audience or Market.

You don't have to be an expert to write effective classifed ads. However, if you are going to embark upon an involved and expensive ad campaign, it will be in your best interest to consult or hire professionals.

Doing a display ad requires the same basic knowledge and skill as writing a web page or an Internet letter-sized advertisement. You will need to know about Fonts. Fonts are an assotment of printing type of a particular face, size, and style. Using different fonts will make your ad more compelling to a reader.

In addition to knowing about fonts, you need to have a working knowledge of Color. You can choose a variety of different colors to express your written words with more appeal.

As always, be very careful with color in your background and words. Too much color, or too many different colors can be distracting. For emphasis, you can use italics, bold italics, or bold or darken words or identify a specific word, sentence or paragraph. Underlining and highlighting can be used to add additional emphasis.

You will need to know something about Layout. Layout is how your written words and/or visual images will actually appear in the ad. Layout involves the actual positioning and placement of your ad components; such as, at the top, side, middle, or bottom.

You will need to know about Graphics. Even though visual imagery is sometimes referred to as graphics, graphics can include and cover a variety of different aspects from artwork, artistry, and animation, to simple lines and circles. Many people never think of lines, circles, or triangles as a visual images, but they are, and when used effectively, they can make your web page or ad copy much more appealing.

Finally, you will need to know your Audience. Your audience are the people you are going to appeal to. Your audience is the reason why you are expending time, effort and resources to reach them intellectually, emotionally or logically. Therefore, decide in advance what specific audience or target market you are trying to reach with your message.

These are the basic components and the final element you will need to know in order to write effective display ads. The easy part is combining them in an intelligent and organized manner to produce a finished product. Lets review the components and the final element before proceeding to the next section. To write for the Internet, you will need to know:

How to Use Headlines
How to Use Captivating, Colorful, Descriptive, and Expressive Words.
How to Use The A.I.D.A. Principle.
How to Use Visual Imagery.
How to Use Fonts.
How to Use Color.
How to Use Emphasis for Words, Phrases, Sentences, or Paragraphs.
How to Use Layout Methods and Techniques.
How to Use Graphics Effectively.
How to Use Intelligence and Organization to Reach a Specific Audience or Market.

You don't have to be a genius to write effective display ads. However, if you are going to embark upon an involved and expensive ad campaign, it will be in your best interest to consult or hire professionals. Our programs and information must be simple, effective, duplicatable and adaptable so that they can be used by the vast majority. The best way to improve your knowledge and skill is by doing.

Writing ads for radio and television is really an art form that requires, skill, knowledge and experience. IMG.Ws can not determine how big your organization will become, or what kind of promotions, productions, or advertsizing you will need or use in the future.

We included this section in the Warehouse to let you know that these venues can also be used to promote, advertise, and build your organization. You will need knowledge and skill in order to organize a production.

The actual expertise you will need is beyond the scope of IMG.Ws' mission and purpose. Such undertakings are not for the vast majority. Therefore, if you are a Reality Networker that has prior knowledge and skill in radio or television production, by all means use your talents, knowledge, and skills to your advantage.

For Reality Networkers that do not posess this knowledge, skill, or expertise in radio or television production, we recommend consulting or hiring professionals, or using the expertise of personnel that work in this industry.