| ied advertising is a relatively inexpensive way to | | | | these people? Are they young or old? Rich or |
| promote your product or service, so it's a great | | | | poor? Are they likely to be interested in your |
| option to consider for small businesses. However, | | | | product or service. |
| if you're not careful, you can waste a lot of time | | | | 3 — Writing Your Ad |
| and money on ineffective classified ads. | | | | When you write your ad, remember what you |
| There are several factors to keep in mind when | | | | are trying to do: |
| writing classified ads. If you keep these factors in | | | | A. Catch the reader's attention, so they will read |
| mind, you can run an effective classifieds | | | | your ad (that is the job of your headline) |
| campaign. | | | | B. Convince the reader that you have something |
| 1 — What are you selling? | | | | they might be interested in (that is the job of |
| Before you decide to run classified ads, you | | | | your ad body) |
| should determine if your product is well suited to | | | | Get the reader to contact you or otherwise |
| classified advertising. In other words, are the | | | | respond to your ad (you should have an clear idea |
| people reading the classified ads likely to be | | | | of what you want the reader to do — call |
| looking for your product? For example, if you sell | | | | you, visit your website, etc.) |
| used cars, classified ads might be a great way for | | | | 5 — Test, test, test |
| you to go, because people do read classified ads | | | | Once you start a classified advertising campaign, |
| when they are looking for a car. On the other | | | | you should rigorously test your ads and methods |
| hand, you probably won't sell many Ferrari's with | | | | to perfect them. This is one of the most |
| classifieds. | | | | important parts of any advertising project |
| 2 — Where are you running your ad? | | | | — removing what doesn't work, and |
| How many people will read your ad? Who are | | | | improving what does work. |