How to Write a More Effective Classified Ad By John J. O'Callaghan Whether it's a flyer, brochure, sales letter, recruitment or sales advertisement, write it using the well known AIDA sales formula. AIDA stands for Attention. Interest. Desire. Action. Think of it like the opera "Aida." It has an overture, a beginning, a middle and an end. If you get the sequence wrong in your advertisement, there will be no nice finale and the fat lady is likely to sing the kind of song you don't want to hear. The headline in your advertisement is probably the most important part because not only does it have to get Attention, it also has to appeal emotionally to the type of person you are trying to attract. Once you've grabbed their attention with your main headline, your sub-headline has to say something that's calculated to really Interest them, like offering a solution to their problem or promising something that's likely to benefit them. You want to encourage them to read the body copy and find out exactly how and why they will benefit. You want them to Desire whatever you are offering. You want them to be intrigued and excited by your offer. You want to give them a good reason why they should take appropriate Action and respond immediately. Get that right and you're half way there. If applicable, in your headline use exciting words like, "New" and "Free." You also want to use action words that promise a benefit. Words like: "saves," "helps," "gives, "improves," "enhances," "overcomes" "eliminates," "masters," "cuts," "extends," "solves." When you have written your advertisement, tighten it by cutting out every word that doesn't pay for itself. Samuel Johnson wrote, "Promise, large promise, is the soul of an advertisement," but truth in advertisement is essential. A big enough lie might sell somebody something, once, but, no amount of advertising will be enough to overcome the lost goodwill and the bad publicity you might get as a result. # # # John O'Callaghan's latest book, "Fifty Secrets of Success" is crammed with hot tips and helpful information for would-be entrepreneurs. 94 pages 8.5x11. Soft self-cover. Price $14.95. Shipping is free (in USA only). 100-day unconditional money-back guarantee. Free, "The Three Best Home-Based Businesses For 1997," when you order within the next 15 days. Order now from: Entrepreneur's Network Inc., 426 Fieldstone Drive, Venice, Florida 34292-4600. Toll free: 1-800-668-0966. Fax: 1-941-497-1663. Email: JohnOC29@aol.com |
