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How To Write Effective Classified Ads

The Internet is well known as a “game-changing” medium for free advertising, and one of the quickest, easiest, and most effective free marketing media is online classified ads. Whereas classified ads are an effective way to get short-term links to your site for SEO purposes, there are some simple, but important, rules you must follow if you want your ads to actually bring surfers to your site.

The most important thing to remember is your classified ad should not try to sell your product or service; there simply is not enough space to “sell”

The most important thing to remember is your classified ad should not try to sell your product or service; there simply is not enough space to “sell” anything … unless it’s free. This brings us to another important rule when you writes classified ads … nothing grabs attention like the word, “Free”. Always strive to get “Free” into your classified ad headline or in the body in all capital letters.

We’ll talk more about this in a moment, but first we need to discuss the second most important rule:  Put yourself in the mind of your target customer …or more specifically … your target customer who is browsing through the classified ads.  What is he really thinking? People generally don’t read the classified ads just for pleasure; they are either looking for a cheap solution or they are trying to see if a solution exists. Your job is to figure out what problem he is trying to solve, and then “shock” him with something he absolutely must investigate.

How do you shock your prospect, get the word “free” in there, and present a solution to the problem without “selling”? … And how do you do it in 20 words or less?

One way is to create (or find) a product or service that looks like it might solve (or partially solve) their problem

There are several ways to do this. One way is to create (or find) a product or service that looks like it might solve (or partially solve) their problem or crumble the problem into manageable steps … and give it away free. Then figure out how to express your “free gift” in terms of providing a benefit … the “What’s in it for me?” concept.

Let’s consider an example …

Lots of people need or want more money, and they look for jobs, business opportunities, or income opportunities online. But they often have no idea where to start, and they’re often too busy with their current job(s) to get another job or start a business that requires a lot of time. And yet, there are thousands of “Start Your Own Business” and “Make $1,000 In Your Spare Time” ads on the web.

So, how do you make your offer stand out? … Here’s one solution I used. I created a great way to make a huge income with the #1 most important marketing tool on the web … the one tool every business on the web MUST have to succeed … but if I just send out ads like “Make $88K/Month In Your Spare Time” … it’s specific (another important feature of successful ads), and it’s compelling, but it’s just like all the other ads on the web. Plus, I need to get the word, “free”, in there … and even though the opportunity is free for the first month, that’s just not unique enough.

Here’s what I did instead. I asked myself, “What is someone browsing through the ‘income opportunities’ section of classified ads really looking for?” And I decided he is looking for opportunities to make money “on the side” … he probably already has a job, but he needs more money or he’s afraid he might lose his job … in other words, he is looking for financial security. Simple enough, right?

But why is he looking through the classified ads? … If he already knew what kind of business he wanted, he would start it himself (if he knows how), or he would look up the specific business in the Search Engines.

But why is he looking through the classified ads? … If he already knew what kind of business he wanted, he would start it himself (if he knows how), or he would look up the specific business in the Search Engines. I concluded he doesn’t really know the specific answer that’s right for him … and he’s probably over-whelmed with all the different options. They all look the same … How can he possibly investigate them all and pick the right one? And how does he know what’s real and what’s a scam?

What he needs is a way to assess the different opportunities and determine if it’s a good opportunity that’s right for him. So, I created a “Business Opportunity Evaluation Tool”, and I’m giving it away for free. That’s my unique angle … my Unique Selling Proposition (USP) for the ad itself.

After I determined my approach, I created the following classified ad:

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FREE VIDEO: Who Else Wants $88,587/Month?

FREE Tool Guarantees You Make Money.

Finally, Stop Worrying About Money!

http://MoneyMakerSystems.org/biz.htm

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Now, let’s analyze the ad. The features we want in our classified ads are listed below:

(1) I’m not selling the product (or service); I’m selling the “click-through” to my website instead.

(2) I’m touching on the prospect’s mindset or real problem.

(3) I’m using the word, “Free”, or other Power Words (e.g., Guaranteed, Finally, Secrets, etc.).

(4) I promise a big benefit in terms of resolving pain (best) or providing pleasure.

(5) It’s shocking and invokes curiosity.

(6) The ad is unique.

(7) It grabs attention (similar to feature #5).

Let’s consider each rule independently …

#1:  Am I selling the product or the click-through? Other than the big benefit, I’m not saying anything about the product or service I hope to sell. I’m offering a free video and a huge promise. I’m also offering a free tool that guarantees your success. If the prospect wants to know how to make $88K per month or how a free tool can guarantee his success, he must click-through to my website.

#2:  I’m speculating the prospect is overwhelmed, confused, and possibly doubtful he will find something that will work for him. Thus, I’m offering a solution to his current concerns and frustrations … and it’s free!

#3:  Am I using any Power Words? …. Yes, I’m offering a Free video and a Free tool. I also use the power words, “finally”, “stop”, “make money”, and “guarantees”. Plus, I’m using a proven Power Headline format, “Who Else Wants …”, which is powerful, because it implies others are succeeding or have accomplished the promised benefit.

#4:  The example ad starts with a big promise presumably solving the very thing the prospect is seeking. Then I offer a free tool that assures the prospect will succeed. However, he doesn’t know “how” I will fulfill the promises. I could have hinted “how” by changing it to “Free Business Evaluation Tool”, but I’m trying to meet a word limit of 20 words (the web address counts as 2 words), and leaving out the words “Business Evaluation” contributes to the curiosity factor.

But the third line of my ad shoves a spear through the heart of the real, underlying “pain” the prospect wants to eliminate. The need for more money or a “second” income is a financial security concern at the root. So, line 3, “Finally, Stop Worrying About Money”, promises to solve his real concern. But I still haven’t said “how” I will solve his problem or proven anything; these are important steps left to the offer page. I’m merely promising benefits, offering something free, and selling the “click-through”.

#5:  Is it shocking or curiosity-invoking? … I’ve pointed out several ways the ad invokes “curiosity” which is second only to “envy” as the best motivation in direct response advertising. Whether the ad is “shocking” or not depends on your exposure to hyped-up advertisements. “$88,587 per month” sounds like it’s hyped up, but it is specific (which adds credibility), and it also happens to be true.

Finally, a tool that can guarantee a program will make money for you is kind of shocking in that I’ve never seen such a promise before … much less for free. Have you?

#6:  Is the ad unique? … It uses a proven headline format which is not all that unique by itself, but the complete offer … a huge monthly income, a tool that guarantees success, and the promised pain relief … is certainly unique. You won’t find many other classified ads promising all that for free.

#7:  Does  the ad grab attention? … However, if you are stuck with black and white, text-only print, you’re pretty much limited to words or promises that grab attention. Words that tend to grab attention and motivate action, are usually called, “power words”, and as already mentioned, I have employed several … Free, Finally, Guarantees, & Stop … And, of course, I have already explained how the promises are unique, fit the prospect’s mindset, and therefore command attention.

ABOUT THE AUTHOR:

Written by Dr. Bryan Stoker.
http://moneymakersystems.org/the-traffic-wave-moneymaker-system/

Learn lots more powerful Internet Marketing techniques with a Free Lifetime membership to the Power Marketers Club compliments of Dr. Stoker and Lifestyle Publishing. The Power Marketers Club offers reports, ebooks, audios, videos, and Insider Secrets form the experts in the industry … all focused on powerful ways to marketing online.

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