However that applies largely to ads that are forced on them, not ads they like or seek.
Wait a minute! Did you just say people seek ads? You must be kidding, what people are seeking ads nowadays?
Yes, I said that. And am being serious.
Am talking about people who browse classified ads on sites like Craigslist, some even on a daily basis. Those consumers are not just seeking ads for fun. They are seeking products and services marketed using those adverts. They are potential buyers looking under specific categories for stuff they want to buy or sell. Classifieds sites are not information websites. They are online malls where categories links replace shelves. So far, here is the benefits list for marketing on classifieds sites.
1. Classified ads are not annoying since they are not forced on anyone. They are simply placed there for the interested.
2. They are visited by buyers, not information and freebie seekers.
3. They have categories to target specific buyers.
4. Buyers are already enticed to buy with the promise of a bargain.
Ads that sell vs those that don't
Simply posting ads does not cut it. It is crafting them that does. Selling a house the traditional way goes through a three-steps cycle:
- Put a yard sign.
- Set up an open house.
- Persuade and sell.
But it does NOT work.
Even more confusing, the success rate varies, is unstable and unpredictable. That is because it never worked in the first place. You were just lucky for lack of competition. An ad that sells must have two elements with an optional third:
- Title that attracts.
- Message that captivates.
- A call to action (in the ad body).
Your ad's first job is to catch the eyes of people skimmingly scanning the ads. The advert has few seconds to draw their attention so they pause their scanning and click it. The prospect stands to make a gain. After all, they are reading and comparing offers to achieve just that. Therefore, you can only entice your readers (prospects) by explicitly stating a value/benefit. You can optionally add an emotional hook. Here's a example rental ad:
Wow! Spacious & Sunny 2br in the heart of the city
The emotional hook that wows them is of course the adverb WOW. The benefits are [Spacious], [Sunny] and [the heart of the city]. Since there is no one-size-fits-all and people are pleased and persuaded differently, it is better to create two versions of the same ad. Post one and wait for its response rate. Then post the second after two or three days. Create one with descriptive adjectives and the other with dry facts only. An example of the latter version for an apartment rental ad would be:
... , 2400 sq. ft, 2 big windows, 2br Yonge
[Wow removed], [spacious], [sunny], [downtown]
The only difference is the latter provides specifics.For example, specifying names of roads in downtown Toronto is more helpful since the downtown part of a cosmopolitan city like Toronto spans a vast area. Both versions convey the basics and the value. Try to avoid vague emotions such as gorgeous and charming. Readers understand what spacious and bright mean. But gorgeous like in what? How it is charming? Victorian and historic building you mean? Or country living on the lake?
