Creating A Classified Ad (continued)

Your ad might read something like this:

MAKE BIG MONEY! Easy & Simple. We show you how!

Now that you've grabbed the attention of your prospect and interested him with something that even he can do, the next rule of good classified copywriting is the arousal of the reader's desire to get in on your offer. In a great many instances, this rule is by-passed, and it appears, this is the real reason that an ad doesn't pull according to the expectations of the advertiser.

Here is the place for you to insert that magic word "guaranteed" or some other such word or phrase. So now, we've got an ad that reads:

MAKE BIG MONEY! Easy & Simple. Guaranteed!

Now the reader is turned on and in his mind, he can't lose. You're ready to ask for him to take an action.

The "demand for action" part of your ad is the part where you want to use such "Take Action Now" words as: Limited Offer, Act, today, Only, and More.

Putting it all together, your ad might read something like this:

MAKE BIG MONEY! Easy & Simple. Guaranteed! Limited offer. Send $l to:

These are the ingredients of any good classified ad. Without these ingredients skillfully integrated into your ad, chances are your ad will just "lie there" and not do anything but cost you money.

What we've just shown you is a basic classified ad. Although such an ad could be placed in any leading publication and would pull a good response, it's known as a "blind ad" and would pull inquiries and responses from a whole spectrum of people.

Using all the rules of basic advertising copywriting and stating exactly what our product is, our ad reads thusly:

MONEY-MAKER'S SECRETS! How To Write Powerful Classified Ads. Easy & Simple. Guaranteed! Limited offer! Training provided to double or triple your responses. Rush $3 to Ad Master, 177 Main st. Anytown, VA 22201.

The point we're making is:

l) You've got to grab the reader's attention.

2) You've got to "interest him" with something that appeals to him.

3) You've got to "excite" him with some phrase that makes him "desire" the product or service.

4) Demand that he act now.

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