How to Write an Effective Ad
A good ad should answer the most important question
in the mind of the reader and potential customer: "What's in it for me?"
| MERCHANDISE FOR SALE |
EMPLOYMENT |
REAL ESTATE |
| ITEM NAME: Begin your ad by identifying the item for sale
by its most common name. |
POSITION: Start your ad by identifying the position title
or type of work. |
GATHER THE FACTS: Determine the selling points and thoroughly
examine the characteristics of the home's interior and exterior. What
do the sellers like about the home, what will they miss most? |
| FEATURES: Describe the item by listing its best features
-- brand name or model, condition, size, age, etc. |
JOB REQUIREMENTS: List the qualities, skills and background
you want in a candidate. |
IDENTIFY THE BENEFITS: Describe the home, list its features
and amenities. Always include number of bedrooms, baths, price and
location.
|
| PRICE: Always include the price. If you are flexible,
say "negotiable" or "best offer". A lot of readers will not respond
if the price is not listed. |
BENEFITS: Highlight aspects of the job that will encourage
prospects to read on -- opportunity for advancement, medical, dental,
great pay, paid vacation, 401K. |
CALL TO ACTION: Ask for action at the end of your ad - Call
Today for a Showing. Give the information needed to respond to the
ad - your phone numbers, including voice mail and email. |
| PHONE NUMBER: End your ad with your phone numbers and the
best time to call. Include your email address. |
CONTACT: Complete your ad by including the phone or fax number,
address, email and contact person. Give application deadline if necessary.
|
|
ABBREVIATIONS: Avoid unusual abbreviations
so readers will understand exactly what you have to offer. Too many may
confuse the reader. If the ad is unclear, readers will skip over it.
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