April 7, 2005

How To Write Order Pulling Ads 3

Once you're satisfied that the ads you've rewritten are
perfect, go back into each ad and cross out the words that
can be eliminated without detracting from the ad.
Classified ads are almost always "finalised" in the style of
a telegram.

Example:

I'll arrive at 2 o'clock tomorrow afternoon, the 15th. Meet
me at Sardi's. All my love, Jim.

Edited for sending:

Arrive 2pm, 15th, Sardi's. Love, Jim.

Classified ad:

Save on your food bills! Reduced prices on every shelf in
the store! Stock up now while supplies are complete! Come
in today, to Jerry's family Supermarkets!

Edited for publication:

Save on food! Everything bargain priced! Limited supplies!
Hurry! Jerry's Markets!

It takes dedicated and regular practice, but you can do it.
Simply recognise and understand the basic formula – practice
reading and writing the good ones – and rewrite the bad ones
to make them better. Practice, and keep at it, over and
over, every day – until the formula, the idea, and the feel
of this kind of ad writing becomes second nature to you
This is the ONLY WAY to gain expertise in writing good
classified ads.

Display Ads

A display or space ad differs from a classified ad because
it has headline, layout, and because the style isn't
telegraphic. However, the fundamentals of writing the
display or space ad are exactly the same as for a classified
ad. The basic difference is that you have more room in
which to emphasize the "master formula".

Most successful copywriters rate the headline and/or the
lead sentence of an ad as the most important part of the ad,
and in reality, you should do the same. After all, when
your ad is surrounded by hundreds of other ads, and
information or entertainment, what makes you think anyone is
going to see your particular ad?

The truth is, they're not going to see your ad unless you
can "grab" their attention and entice them to read all of
what you have to say. Your headline, or lead sentence when
no headline is used, has to make it more difficult for your
prospect to ignore or pass over, than to stop and read your
ad. If you don't capture the attention of the reader with
your headline, anything beyond is useless effort and wasted
money.

Successful advertising headlines – in classified ads, your
first three to five words serve as your headline – are
written as promises, either implied or direct. The former
promises to show you how to save money, make money, or
attain a desired goal. The latter is a warning against
something undesirable.

Example of a promise:

Are You Ready To Become A Millionaire – In Just 18 Months?
Example of a warning

Do You Make These Mistakes In English?

In both of these examples I've posed a question as the
headline. Headlines that ask a question seem to draw the
reader's attention almost as surely as a moth is drawn to a
flame. One he's seen the question, he just can't keep
himself from reading the rest of the ad to find out the
answer. The best headline questions are those which
challenge the reader; that involve his self esteem, and do
not allow him to dismiss your question with a simple yes or
no.

You'll be the envy of your friends is another kind of
"reader appeal" to incorporate into your headline whenever
appropriate. The appeal has to do with basic psychology:
Everyone wants to be well thought of, and consequently, will
read into the body of your ad to find out how he can gain
the respect and accolades of his friends.

Copywright Avril Harper, UK.

Recommended Direct Mail & Copywriting Resource:

The Golden Mailbox, by Ted Nicholas & Stuart Goldsmith

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