Classified Ads

Classified ads are the ads from which all successful businesses are started. These small, relatively inexpensive ads, give the beginner an opportunity to advertise his product or service without losing his shirt if the ad doesn’t pull or the people don’t break his door down with demand for his product. Classified ads are written according to all the advertising rules. What is said in a classified ad is the same that is said in an larger, more elaborate type of ad, expecting in condensed form.

To start learning how to write good classified ads, clip ten classified ads from ten different mail order type publications–ads that you think are pretty good. Paste each of these ads onto a separate sheet of paper.

Analyze each of these ads; How has the writer attracted your attention–what about the ads keeps your interest–are you stimulated to want to know more about the product being advertised–and finally, what action must you take? Are all of these points covered in the ad? How strongly are you “turned on” by each of these ads?

Rate these ads on a scale form one to ten, with ten being the best according to the formula I’ve given you. Now, just for practice, without, clipping the ads, do the same thing with ten different ads from Sears, Wards, or The Penny’s catalog. In fact, every ad you see from now on, quickly analyze it, and rate it somewhere on your scale. If you’ll practice this exercise on a regular basis, you’ll soon be able to quickly recognize the “Power Points” of any ad you see, and know within your own mind whether an ad is good, bad, or otherwise, and what makes it so.

Practice for an hour each day, write the ads you’ve rated 8, 9, and 10 exactly as they have been written. This will give you the “feel” of the fundamentals and style necessary in writing classified ads.

Your next project will be to pick out what you consider to be the ten ‘worst’ ads you can find in the classified section. Clip these out and paste them onto a sheet of paper so you can work with them.

Read these ads over a couple of times, and then beside each of them, write a short comment why you think it is bad; Lost in the crowd, doesn’t attract attention–doesn’t hold the readers interest–nothing special to make the reader want to own the product–no demand for action.

You probably already know what is coming next, and that is right. Break out those pencils, erasers and scratch paper– and start rewriting these ads to include the missing elements.

Each day for the next month, practice writing the ten best ads for an hour, just the way the were originally written. Pick out the ten worst ads, analyze those ads, and then practice rewriting those until they measure up to doing the job they were intended to do.

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 “finalized” 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 at 2-pm-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, Jerrys’ Family Supermarket!

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 recognize and understand the basic formula–practice reading and writing the good ones–and rewriting the bad ones to make them better. Practice, and keep at ie, 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 writing good classified ads.

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