| Classified advertising is a marketing method that's | | | | yourself, would Joe |
| hundreds ofyears old. In the last digital decade online | | | | Reader read on? |
| classifiedadvertising has exploded. You can reach | | | | Say you're planning a wedding. My mother did |
| millions of readerswithin seconds after creating and | | | | everything for mewhile I exercised furiously to fit |
| posting an ad. It's aninexpensive way to market | | | | into a size 8 gown. But lotsof women are marrying |
| yourself, your service, or yourproduct, and your | | | | later now, planning for the biggest day oftheir lives |
| customer comes LOOKING FOR YOU when | | | | themselves - often online. Your audience here |
| readingclassifieds. Yet too few of them score. Why | | | | iseducated, sophisticated, and probably particular. |
| not? They'revague. They don't sell within seconds. | | | | Vagueheadlines like the following are of no help to |
| Read through 20 or 30 online classifieds and you'll | | | | them whatsoever. |
| agree thebest ones stand out in three ways. They | | | | "Getting Married?" "Florist." "Photographer For Hire." |
| inform, they entice, orthey challenge the reader. This | | | | Do those inform? Do they entice me, tempt me to |
| draws the reader into the adimmediately, likely ending | | | | scan the entiread? Do they test the reader with an |
| with a phone call or website hit orbetter yet, a sale. | | | | I-dare-you-to-read-onheadline? |
| Good classified ads needn't do all three. | | | | Here are ads that inform the reader right away, |
| But they succeed in one of these - informing, | | | | selling theirservice or product within seconds: "Music |
| enticing, orchallenging the reader -- and they get | | | | Matters DJ Service." |
| started right away with astrong headline. | | | | Hey, if music is important to you, if you want more |
| Let's look at a couple of online classified categories to | | | | than an oldharpist at your reception, wouldn't you |
| findsome bombs and to find some winners. I chose | | | | keep reading? "Wedding |
| 'Business | | | | Photography Candid Style." This photographer |
| Opportunities' for its sheer size online (huge), and | | | | specializes inwarmth, more than the usual posed |
| 'Weddings',under Services. | | | | photos in front of the altar. |
| Classified readers are exposed to loads of poorly | | | | You might instantly picture a shot of the bride holding |
| written ads inthe Business Opportunities section. "Earn | | | | her worn-out little flower girl on her lap, or maybe a |
| BIG BUCKS!!!" | | | | shot of her dancingwith her blushing young nephew. |
| "Opportunity Knocking!" "Money Making Opportunity." | | | | And I love this one: "Budget? |
| "Don't Pass | | | | Stress? Free Wedding Manual." That gets to the point |
| This Up!" "Earn Unbelievable Income This Week!" | | | | and directsthe right market to read on: cheapos, girls |
| "Home-Based | | | | paying for their ownsecond wedding, girls like me |
| Business Opportunity." That last one does inform us, | | | | whose father had four daughters tomarry off. |
| and youmight even picture yourself working in your | | | | Another: "Best Price In Town For Photo & Video." |
| basement in yourplaid bathrobe; the problem is there | | | | Or ads can entice the reader to consider something |
| are HUNDREDS of others todaywith the same | | | | special ANDsomething specific for their wedding. |
| headline. What is something SPECIFIC about | | | | "Great Private Weddings On |
| thebusiness opportunity you want to share with | | | | San Antonio Riverwalk." (Can't you feel the river mist, |
| others? | | | | hear themusic streaming out of nightclubs, smell the |
| On the other hand, the following ads are informative, | | | | enchiladas?) Howabout, "Elegant Horse and Carriage" |
| telling meright away about the nature of the | | | | or "Hand-made Wedding |
| opportunity. "Book Travel | | | | Veils." Ooh, wouldn't that be lovely? The reader will |
| >From Home." "NOT MLM." "Save 80% On Dental | | | | read onif it's a match. And because weddings are |
| Services." "Order | | | | sentimental, and it'snot a lawnmower for sale here, I |
| Processor - Work From Home." "Own Your Own | | | | chose to keep reading this one: |
| Casino Website." | | | | "The Sights and Sounds of Your Wedding." The body |
| I realize with the boom in online business | | | | of the ad gavegreat, specific information like, 'Don't |
| opportunities, dailythere are more and more of each | | | | let your wedding be ahazy memory. Our video |
| of these examples of workopportunities available. So | | | | packages include multi-camera coverage ofthe |
| entice your reader. These arepretty persuasive: | | | | preliminaries, ceremony, and reception.' |
| "Flock To Record-Breaking Company!" "Moms, | | | | Lastly, this ad challenges the creative wedding |
| Say Good-bye To Daycare!" And, "Follow A Proven | | | | planner: "Hire |
| Plan To | | | | Elvis For Your Wedding!" He's asking you if you're |
| Success." | | | | really braveenough to throw a truly WACKY |
| Or challenge your reader. "On A Mission Moms?" | | | | wedding, while at the same timegiving you an |
| "Serious Money | | | | immediate mental picture of the thing. |
| For The Serious Minded" challenges the experienced | | | | Classified ads are useful, easy to use, and quick. |
| entrepreneurto stand up and be noticed. He might | | | | Readers cansearch locally or nationally, and by specific |
| say to himself, 'I'm smart, | | | | category. (The San |
| I've been around the block a few times; so I'll read | | | | Antonio Riverwalk wedding ad ran within Texas, for |
| your ad tosee if YOU'RE serious.' A retired person | | | | example.) |
| without a lot oftechnical experience but who is | | | | Online classified ads are very affordable and reach |
| curious about online businessesmight respond to the | | | | millions ofreaders. So use them, but write them |
| headline "Easy Set-Up" by saying, 'You meaneven I | | | | wisely. Remember how? |
| could do it? Tell me more.' | | | | Inform, entice, or challenge - starting with the |
| After you write your all-important headline, or simply | | | | headline. |
| approve itafter having an expert do it for you, ask | | | | |