The Marketing Tip of The Week

by Ken Varga


How To Write Ad Copy That Is So Powerful and Compelling

That Customers Are Forced To Buy - Part 2

Hi again, and welcome to the continuation of How to Write Order Pulling Ads.

Let me first discuss Classified Ads.

Most successful businesses are started with Classified Ads. These small, relatively inexpensive ads, give the new business an opportunity to advertise their product or service, without losing their shirt if the ad doesn’t pull, or if customers don’t beat a path to their place of business.

Classified ads are written using the AIDA formula.

The message of a classified ad should be the same as that of a larger display ad, but in a condensed form. Generally, however, classifieds should only be used to create a lead or a prospect.

It is very difficult to tell your whole story is such a small space. A suggestion on how you can learn to write good classified ads, is to clip ten examples from ten different mail order publications. Select ads that you think are very good. Analyze each of these ads and ask yourself the following questions.

1. How has the writer attracted your attention?

2. What about the ad that keeps your interest?

3. Are you motivated to want to know more about the product or service.

4. What is the desired action?

5. Are all of the AIDA points covered in the ad?

6. How strongly are you “sold” by the ad?

Now rate the ads on a scale of 1 to 10, with 10 being the best according to the AIDA formula.

In fact, every ad you read from now on, quickly analyze and rate it somewhere on your scale. If you practice this exercise on a regular basis, you’ll soon be able to quickly recognize the “Power Points” of any ad you see, and you’ll know whether an ad is good or a total waste of the business’s money.This will give you a feel for the fundamentals and style necessary in writing classified ads.

I bet you know what’s coming next.

That’s right. Break out those pencils and paper, and start rewriting these ads to include the missing elements. Each day for the next month, practice rewriting those ads until they do the job for which they were intended.

Once you’re satisfied that the ads you’ve rewritten are perfect, go back to each one and cross out the words that can be eliminated without detracting from the ad. Believe it or not, classified ads are very similar to telegrams. For example:

Original Ad: “Save on your food bills. Reduced prices on every shelf item in the store. Stock up now while supplies are in stock. Come in today. Anna’s supermarket

Edited Ad: “Save on Food. Everything bargain priced. Limited supplies. Hurry. Anna’s Supermarket.

It takes a lot of practice, but you can do it. Simply recognize and understand the basic formula. Practice reading and writing the good ones, and rewrite the bad ones, until the formula, the idea, and the good feeling of ad writing becomes second nature to you. Trust me. This is the only way to gain expertise in writing good classified ads.

Well, that’s it for this week. Next week I’ll be going over Display Advertisements and how to use the AIDA formula. Till then, keep well and healthy.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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