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HOW TO WRITE
PROFITABLE CLASSIFIED ADS
Presented by: Discount Advertising Resource Publishing Co.

INSIDER'S SECRETS TO
OBTAINING ADVERTISING...ABSOLUTELY FREE
Presented by: Discount Advertising Resource Publishing Co.

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Page 1

HOW TO WRITE
PROFITABLE CLASSIFIED ADS

Presented by: Discount Advertising Resource Publishing Co.

Everybody wants to make more money... In fact, most people would like to hit upon something that makes them fabulously rich! And seemingly, one of the easiest roads to the fulfillment of these dreams of wealth is mail order or within the professional circles of the business, direct mail selling...

The only thing is, hardly anyone gives much real thought to the basic ingredient of selling by mail - the writing of profitable classified ads. If your mail order business is to succeed, then you must acquire the expertise of writing classified ads that sell your product or services!

So what makes a classified ad good or bad? First of all, it must appeal to the reader, and as such, it must say exactly what you want it to say. Secondly, it has to say what it says in the least possible number of words in order to keep your operating costs within your budget. And thirdly, it has to produce the desired results whether inquiries or sales.

Grabbing the reader's attention is your first objective. You must assume the reader is "scanning" the page on which your ad appears in the company of two or three hundred classified ads. Therefore, there has to be something about your ad that causes him to stop scanning and look at yours! So, the first two or three words of your ad are of the utmost importance and deserve your careful consideration. Most surveys show that words or phrases that quickly involve the reader, tend to be the best attention-grabbers. Such words as: FREE... WIN... MAKE BIG MONEY...

Whatever words you use as attention-grabbers, to start your ads, you should bear in mind that they'll be competing with similar attention-grabbers of the other ads on the same page. Therefore, in addition to your lead words, your ad must quickly go on to promise or state further benefits to the reader. In other words, your ad might read something like this: MAKE BIG MONEY! Easy & Simple. We show you how!

In the language of professional copywriters, 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 has to do with 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.

Think about it - you've got your reader's attention; you've told him it's easy and simple; and you're about to ask him to do something. Unless you take the time to further "want your offer," your ad is going to only half turn him on. He'll compare your ad with the others that have grabbed his attention and finally decide upon the one that interests him the most.

What I'm saying is that 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 his money. This is the "demand for action" part of your ad. This is the part where you want to use such words as: Limited offer - Act now! Write today! Only and/or just...

Putting it all together, then 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 - Attention - Interest - Desire - Action... Without these four 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 reading the publication in which it appeared. In other words, from as many "time-wasters" as from bona fide buyers.

So let's try to give you an example of the kind of classified ad you might want to use, say to sell a report such as this one... 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 winning classified

ads. Simple & easy to learn -should double or triple your

responses. Rush $1 to BC Sales, 10 Main Anytown, TX 75001.

The point we're making is that: 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 "further stimulate" him with something (catch-phrase) that makes him "desire" the product or service... 4) Demand that he act immediately...

There's no point in being tricky or clever. Just adhere to the basics and your profits will increase accordingly. One of the best ways of learning to write good classified ads is to study the classifieds - try to figure out exactly what they're attempting to sell - and then practice rewriting them according to the rules we've just given you. Whenever you sit down to write a classified, always write it all out - write down everything you want to say - and then go back over it, crossing out words, and refining your phraseology.

The final ingredient of your classified ad is of course, your name, address to which the reader is to respond - where he's to send his money or write for further information.

Generally speaking, readers respond more often to ads that include a name than to those showing just initials or an address only. However, because advertising costs are based upon the number of words, or the amount of space your ad uses, the use of some names in classified ads could become quite expensive. If we were to ask our ad respondents to write to or send their money to The Research Writers & Publishers Association, or to Book Business Mart, or even to Money Maker's Opportunity Digest, our advertising costs would be prohibitive. Thus we shorten our name Researchers or Money-Makers. The point here is to think relative to the placement costs of your ad, and to shorten excessively long names.

The same holds true when listing your post office box number. Shorten it to just plain Box 40, or in the case of a rural delivery, shorten it to just RRl.

The important thing is to know the rules of profitable classified ad writing, and to follow them. Hold your costs in line.

Now you know the basics... the rest is up to you.

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Page 2

INSIDER'S SECRETS TO
OBTAINING ADVERTISING...ABSOLUTELY FREE
Presented by: Discount Advertising Resource Publishing Co.

The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your own objectives without costs that it literally boggles the mind even to thing about beginning a list of them.

One way is to write an article relative to your particular expertise and submit it to all the publications and media dealing in the dissemination of related information. In other words, become your own publicity and sales promotions writer. Get the word you, establish yourself as an expert in your field, and "tag-line" everything you write with a quick note listing your address for a catalog, dealership opportunities or more information.

Another really good way is by becoming a guest on as many of the radio and television talk shows or interview type programs as possible. Actually, this is much easier to bring about than most people realize. What you do is write a letter to the producer of these programs, then follow-up with an in-person visit and a telephone call. You initial contact should emphasize that your product or service would be of interest to the listeners or viewers of the program - perhaps save them time and money.

Other ways of getting free or very inexpensive exposure include the posting of advertising circulars on all the free bulletin boards in your area, especially the coin operated laundries, grocery stores, and barber shops. Don't discount the idea of handing our circulars to all the shoppers in busy shopping centers and mails, especially on weekends. You can also enlist the aid of the middle school students in your area to hand out your circulars door-to-door.

Some of the less unusual methods include having a promotional ad relative to your product or service printed on the front or back of your envelopes at the time you have them printed with your return address.

Be sure to check all the publications that carry the kind of advertising you need... Many mail order publications just getting started offer unusually low rates to first time advertisers - a "free of charge" insertion of your ad when you pay for run over 3-issues...special seasonal ad space at greatly reduced prices... And, there are a number of publications that will give you Per Inquiry space where all the orders come in to the publication, they take a commission from each order and then forward them on to you for fulfillment.

Many publications will give you a contract for "standby" space - meaning that you send them you ad, they hold it until they have unsold space, and then at a price that's almost always one third or less then the regular price for the space you need, they'll insert you ad. Along these lines, be sure to check in with your suburban and neighborhood newspapers.

If you send out or publish any kind of catalog or ad sheet, get in touch with all the other publishers and inquire about the possibilities of exchange advertising. They run your ad in their publication in exchange for your running an ad for them of comparable size in your publication.

At the same time, be sure to check this idea out: Many mail order operators will include a quantity of your circulars with their outgoing mail if you'll do the same with circulars of theirs.

And, don't forget the opportunities involved when you agree to print and mail someone else's non-conflicting advertising on the back of the circulars you send out. You simply get the best price from your printer on printing one-sided circulars, add a little bit for the time it would take you to fold and stuff these circulars, then a little bit more for half what your postage costs are going to be, and then offer to print & mail other people's circulars with your outgoing mail for that kind of price.

For sure, every time that you receive something in the mail or order something, have a completely self-supporting mailing piece - a number of advertising circulars that you print on the backs of your own, paid for by the people wanting you to include their circulars with your own outgoing mail - and get it out to all the people sending you their offers.

Finally, there's nothing in the world that beats the low-cost and tremendous exposure you get when you advertise a free offer. Simply run an ad offering a free report of interest to most people - a simple one page report with a "tag-line" inviting the readers to send money for more information or detailed information, with a full page advertisement for your book or product on the backside - ask for an SASE, which of course stands for self-addresses, stamped envelope, and depending on the appeal of your report and the circulation of the publication in which your ad appears, you could easily be inundated with responses.

The trick here of course, is to convert all or a big percentage of these responses into sales. This is done via the "tag-line" inviting them to send for more information, plus the full page ad on the back of the report, and the other offers you include with the complete package you send back to them. As mentioned at the beginning of this report, it's only a matter of unleashing your imagination, so have at it and the best of luck to you!

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