| Why do you stop and read a classified ad or an | | | | Now, consider buying car. You want a small |
| article? If you are searching for a particular item | | | | compact car that is good on gas to use as a |
| or service you will of course have this on your | | | | work car only. Once again you start your search, |
| mind, however, is there anything that can distract | | | | this can be a long drawn out search since there |
| you from your ultimate goal? Yes, there is – a | | | | are pages and pages of classified ads for autos in |
| heading on a classified ad or article. Why is this | | | | the newspaper, so you decide to go online to |
| true? The answer is simple. The writer of the ad | | | | search. Now, you begin you search on your |
| or article has used a title that draws your | | | | favorite classified ads website. Instead of doing a |
| attention. | | | | search you want to look and see what be |
| The idea behind marketing is nothing more than | | | | available, the first ad that gets your attention is, |
| getting the attention of potential buyers. Simple | | | | “dependable work car, great gas mileage, high |
| right? Not always. If you happen to be searching | | | | miles”. Well, you are not too worried about |
| for, let’s say, a new couch. You are looking | | | | the miles as long as the car is a compact car that |
| through the classified ads in the newspaper and | | | | gets good mileage. You read the ad but the price |
| online under furniture. You glance through the ads | | | | is a bit more than what you wanted to pay, so |
| looking for one that lists a couch for sale. Just off | | | | you keep searching. The next ad that gets your |
| to the right you see an ad, “Huge Sale on | | | | attention is, “Nothing to look at – Great |
| Furniture for the Home”. This ad, does not | | | | work Car”. This sounds like it might be the car |
| mention couch or living room furniture at all, but it | | | | for you at least by the heading. You read the ad |
| did draw your attention. Why? The words sale | | | | and call to see the car. |
| and furniture. Your mind believes that the ad will | | | | Can you see how catchy titles or straightforward |
| include a couch since it states furniture for the | | | | titles will get the attention of those looking for |
| home and your mind knows it will get a deal | | | | your product or services? Now, when you are |
| because of the huge sale. Whether this is true or | | | | ready to write your ad, be sure to start with a |
| not, you will finish reading this ad to see if they | | | | eye-catching ad that will get potential customers |
| are selling living room furniture. | | | | to read your classified ad. |