Classified adverts have received a bit of a bad reputation lately with many people believing them to be dead. This is far from the truth. Classified adverts still appeal to a large number of people and offer a cost-effective way to reach certain segments of your target market.
Perhaps you might not get too many of the younger generation reading classifieds but you would be surprised to learn how many people still scan them regularly. Many of them are both in newspapers and online so you get the best of both worlds, and all for a very reasonable price.
It is hard to stand out and draw attention with classified adverts so you have to a bit creative and put some thought into them. Here are 8 tips to write an effective classified ad for your business:
1. Do Your Research
It is important to have a good understanding of the medium before you start to plan your advert. Check out your local classified options and see who is advertising, what they are advertising and how they are doing it.
Try and put yourself in the customer’s shoes and see what stands out or grabs your attention. Look at the different category options and see which are most relevant to your business.
2. Have a Powerful Heading and Introduction
The headline and first sentence are essential to capture the reader’s attention. You need a bold, compelling and power start to your advert. You need to have something unique and interesting to stand out from the many other classified adverts.
Again, your research should help. See what adverts stand out for you and then think of your target market. Create something that will appeal to them and engage them.
3. Don’t Make the Classified Advert Too Long
A common mistake is to try and cram too much information into a classified advert. They are supposed to be brief, to the point and powerful. A long advert will put readers off and cause them to scan past your advert.
Use short, sharp, punchy sentences. Each word must entice the customer.
4. Test Your Adverts
As classified adverts are highly affordable, you have the opportunity to try a few different styles or offers. Monitor the results of each advert to determine which one works best. Try different products, different headlines, and copy. Make sure the people responding to the adverts keep records of the response so that you can measure it accurately.
This will enable you to gain valuable insights into what works and what does not. With a bit of time, you will be able to fine-tune your classified adverts into what works best.
Another great thing is that you can even find a free classifieds site. What could be better than that?
5. Make Sure You Have a Powerful Call to Action
Without a strong call to action, you will not know if your advert is effective and you will not have a great response. Classified adverts need to result in some action or activity. Be clear on this before you create the advert, make sure it is a major part of the advert and measure the results.
6. Be Honest and Transparent
People are not easily fooled so do not try. Any attempt to fool the consumer will cause more harm than good. Consumers are now well educated and can easily tell when companies make false promises or exaggerate the quality of their products. Don’t even try this. Apart from upsetting the consumer and ruining your reputation, false claims could also lead to legal issues.
7. Ask for a Media Kit
Just because you are using classified adverts, does not mean you are not entitled to a media kit for each publication. This will give you details of the number of readers, the demographics, and other important information. This data will help you to shape your classified advert for maximum effect.
It will also give you necessary details of rates and deadlines, essential to your submission.
8. Speak to Your Target Market
As with all advertising, the most important aspect is to appeal to your target market. With classified advertising, that might be slightly different to your average audience. This is why it is essential to do your research and understand the demographics of each publication. Tailor your advert accordingly.
If you combine all of these elements, you will find that you can achieve significant results with classified advertising at a very reasonable cost. Do not think that this medium cannot give you good returns.
All that is required is a bit of planning and thought. These 8 tips to write an effective classified ad will help to get you started. Do your homework, give the ad some thought and make it attractive and compelling. You will be amazed at the results you can achieve from classified adverts.
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