| What many may consider the most important | | | | cannot physically see the item you are selling. An |
| part of advertising is writing an effective ad. The | | | | example of Informative Advertising is an auto |
| information that you provide in your classified ad | | | | manufactures advertisement for their cars (not |
| may be the deciding factor in whether it is | | | | dealerships). They generally print large |
| succeeds or a bombs. | | | | advertisements that inform readers of the engine |
| Create a variety of advertisements that employ | | | | horsepower, torque, maintenance schedule, |
| various approaches. Be prepared to revise your | | | | improvements from prior models, available colors, |
| content from time to time. This ensures that you | | | | wheelbase, seating, trunk size, etc. All the |
| are representing different aspects of your | | | | information is based on facts and research. It |
| offering. In addition, you can promote your | | | | allows consumers to compare their vehicles to |
| product from several angles, to see which will | | | | similar models from another manufacturer without |
| produce the best results. | | | | taking a test drive. |
| Choosing the approach to your advertising may | | | | Headlines and Body of your Classified |
| vary, depending on what you are offering. Writing | | | | Advertisements |
| a Classified Ad is not much different than writing | | | | Headlines are often referred to as titles, and are |
| an essay, although it clearly is not a literary work. | | | | extremely important in grabbing the reader's |
| There are three general approaches that you | | | | attention. Headlines should always be typed in |
| should consider using to promote your product. | | | | capital letters. In addition, use simple name |
| These are Expressive ads, Persuasive ads, and | | | | recognition techniques. For example, if you are |
| Informative Ads. However, you should always | | | | advertising a Car for Sale, input the Make and |
| include a "call to action" regardless of the | | | | Model for the headline. In contrast, if you are |
| approach you choose. Additionally, it may not be a | | | | selling Real Estate, you should use the street and |
| good idea to mix any of the three forms. This is | | | | town where the property is located. |
| because advertisements need to have focus and | | | | Business advertisements should always use the |
| be to the point. | | | | name of the company. The more the name is |
| Here are some definitions and examples of the | | | | seen, the better your Public Relations becomes. |
| different types of advertising: | | | | Don't overextend the headline. An example of an |
| Writing an Expressive Classified Ad | | | | overextended headline is adding, "Car for Sale," |
| An expressive advertisement is very personal. | | | | when placing an advertisement under a, "Cars for |
| Expressive ads may be a good idea for a small | | | | Sale," category. This text is redundant, as the |
| business, wanting to use a personal approach. | | | | consumer is already aware that they are looking |
| When taking an expressive approach, think of | | | | at, "Cars for Sale". |
| writing an excerpt of the day in a journal. As the | | | | Consider what you see from professional |
| writer of the advertisement, you want to | | | | journalists that writes columns in a newspaper. |
| express your personal feelings, thoughts, or | | | | Simple and to the point. Inform the reader what |
| opinions related to the product or service. For | | | | the Classified Ad is promoting. The pros never |
| example, a Business Opportunity may be | | | | mention the words that are already in the |
| advertised as, "I made over $100,000.00 in one | | | | columns' header (Entertainment, Movies, Lifestyle, |
| year. I cannot believe how easy it was". This | | | | etc..). |
| eliminates the need to use examples or | | | | The text or body of your classified ad is very |
| testimonials, as the author becomes the example. | | | | important. First, the body of your advertisement |
| Writing a Persuasive Classified Ad | | | | needs to have proper grammar. Having a |
| A persuasive advertisement is used to convince | | | | classified ad with typos gives a bad impression. |
| the reader or change their opinion. To be | | | | Next, make sure the body is easy to read. This |
| successful with a persuasive classified ad, the | | | | can be accomplished by using paragraphs with |
| writer needs to have a firm, direct, and clear | | | | short sentences and avoiding all capital letters. |
| point. The goal is to induce a reaction that causes | | | | Keep in mind, the body is not a headline. You |
| the reader to have the same point-of-view as the | | | | already grabbed the consumers' attention. After |
| Author. A very common form of advertising that | | | | all, they're reading your advertisement. |
| uses a Persuasive approach is the Government's | | | | The goal at this point should be to make the |
| "Register to Vote," Campaign. They are generally | | | | experience pleasant. Finally, end the advertisement |
| direct and to the point. They provide a succinct | | | | with a call to action. How does a consumer |
| reason why you should register to vote. "Make | | | | proceed to accept your offer? What is the next |
| your voice heard." By making a simple benefit | | | | step they need to take if they want to buy? Use |
| obvious, they are accomplishing the task of the | | | | power phrases similar to, "Call Now for Further |
| persuasive advertisement, getting unregistered | | | | Details". |
| citizens to register. | | | | Consider the season your target audience is in |
| Writing an Informative Classified Ad | | | | (depending on the product.) In the winter, people |
| Informative advertising provides information to | | | | may have different motives to buy than in the |
| the reader and generally explains what is being | | | | hot summer. Also, take into consideration |
| offered. When constructing such an | | | | up-and-coming Holidays. Simply wishing a "Merry |
| advertisement, the author should demonstrate | | | | Christmas" will suggest warm emotions when |
| observations, ideas, facts, statistics, or research | | | | people are reading your copy. This can help |
| data. This is rapidly becoming a very common | | | | reduce the hard-sell perception the consumer may |
| method of advertising on the internet, as more | | | | have while reading your advertisements. |
| people are becoming information hungry. | | | | So, good luck and good copywriting. Sit down and |
| Consumers want to know what they are buying. | | | | write a killer ad to sell your gizmo. |
| In addition, this is a wise choice if consumers | | | | |