Writing-Ads: How To Write A Great
Classified Ad

The first point worth noting in writing-ads for classifieds is that classified ads are sold by the word or by the line. This has a bearing on how you write your ads, because if the ad is sold by the word, you're not going to write an ad that has a bunch of "A's" and "the's" in it. But at the same time, if it's sold by the line, it will be worth your while to include these words in the ad, as they'll appeal to the better educated segment of the market.

So an ad in at so much a line might read:
"The hottest thing in years. This is a household wonder you'll cherish for years."

The same ad at so much a word will read:
"Hottest recent development. Cherish this household innovation for generations."

Both are about the same length. The first reads nicely in proper English and the second used big, powerful words to make up for awkward structure. When you buy by the word, which will be the case in most markets, use the biggest, most action-packed words you can think of. And while we're on the subject of word count, the way you mark your address in a classified is also important.

If you live on Dog Breath Lane, mark your address as 22 Dogbreath, unless in that subdivision, there also happens to be a Dog Breath circle, a Dog Breath Avenue and so forth, in which case Dogbreath Lane will do. You can usually get away with this ploy, since these ridiculous two name streets are there to sell houses, not to please the Post Office.

If you live in Apartment 12, you can usually get away with 12-22 Dogbreath, which saves you another word.

When writing-ads with addresses never leave out the zip code, even a nine-digit zip code counts as one word and in many publications doesn't count as a word at all. The initials of your name or company will also do unless you're trying to project an image, and this can save you from one to three words. Even your last name will be all right.

In most magazines and a few newspapers, your first word or line of type will be set in darker bold letters. When writing-ads, you must choose that first word or two very carefully. If you trully want good results, do exactly the opposite of what most other advertisers are doing, or be different. If you've got an income opportunity and CASH, MONEYMAKING or INCOME are the usual first two words, you can experiment by being a bit more creative.

For example: BROKE? (no more! Try selling doogles!) or LEAVE YOUR BUDGET WORRIES BEHIND!

Always keep in mind that when writing-ads, the first word or line gets your reader interested. No matter how large the circulation of the publication, you'll suffer terribly if you're not attracting the reader as well as the other advertisers. Those opening words are crucial. Like the man said, you don't get a second chance to make a good impression. Once you've made the hook, hold the reader by telling him exactly what you're offering.

If it's an ad for more information, let the reader know what kind of information and where it leads. If it's a product, describe it with concise words. It's fine to pussyfoot in a display ad if you can afford the space, but short, sharp, to- the-point is what sells when writing-ads for classifieds.

If you're offering a bonus when writing-ads, leave it to the very last. "Bonus with..." won't work. A bonus or free gift is offered for one reason only: to hook someone who has not quite been sold by the rest of the ad.

The offer of a bonus won't work UNTIL they know what it comes with. Writing display ad copy is much more involved and should really not be undertaken by even the brightest English graduate without some expert help.

A key to writing-ads for classifieds or writing-ads for display is to follow two simple rules:

1. Determine which benefit your prospective client is likely to be most interested in.

2.Target the emotion that motivates the need for that benefit in most people.

If you can do this, you'll hook the right person for your product.

For example, if you're selling pantyhose, you know the anti-run characteristic motivates the buyer, and the reason why women want to buy anti-run hose is to look better longer. Hey, there's the lead for your copy! In big letters, you're going to flag your ad with LOOK BETTER LONGER!

You might want to bracket it top or bottom by writing in smaller letters: "Da-don't-run-run hose will help you "LOOK BETTER LONGER" in the Da- don't-run-run hose."

If the client is interested in hose, you've got her. If not, forget it. Anything else you could use to get a client who doesn't wear pantyhose will cost your clients who do use them, and that's a waste.

Once you've got the initial benefit out in the open, either explain it or be very sneaky about adding another.

So say: "These pantyhose will give you the confidence in your appearance you won't get with other pantyhose..."

or "LONGER... and without blowing your budget. These will give you the confidence..."

However, the best way to sneak in additional benefits without looking pushy is to say: "LONGER! Without blowing your budget, these pantyhose will give you the..." using the new benefit as a prefix. And, oh, it's so much more complex than that. It's obviously a development in synthetic fibers that allows those hose to be superior, so that must be included too, because the customer wants to know why they're so good.

But when writing-ads where do you mention it though? It might be just as effective to get to it right after the heading, in this manner:

"LOOK BETTER LONGER! Thanks to a new development in synthetic fibers, Da-don't-run-run panty hose gives you the confidence in your appearance you won't get with other pantyhose."

In short, when writing-ads for classifieds, be concise and specific with your choice of words. Remember, always weigh every word with a surgeon's care!