Killer Classifieds and Ad Copy 101

I see so many crappy classifieds it’s unbelievable.

“Hi, I’m Shawn, I am a personal trainer, I will get you in shape, I was Hercules in the TV series for the last 14 years, and I won Mr. Some Obscure Place and was crowned king for a day and I charge $50.00/hr. Contact me here….”

Do your classifieds create a connection?

Does this look and sound familiar? What’s funny is I read this and it makes me think of my bodybuilding days and the stereotype of bodybuilders being these egotistical clowns that never leave the mirror. Anyways not only are these ads me centered they have absolutely no attraction point to your audience and as a result generate little to no response.

In one of the mastermind groups I have participated in the topic of discussion was “Why do people buy?” The following list summarizes the buying action very well:

• They’ll buy when they feel understood.

• They’ll buy when they are referred.

• They’ll buy when they see social proof.

• They’ll buy from people they know, like, or trust.

• They’ll buy from those who are authentic, because authenticity is the NEW currency.

When you are generating ad copy or content of any kind it’s really important to keep these things in mind and try to encompass as many as possible.

Specifically when it comes to writing ad copy the following is a list of criteria I subject pretty much all my copy to as an effort to rate its effectiveness. Writing ad copy is about connection and emotion, without that you got nothing.

What is important to customer?

Meaning, what is their pain? How do they feel about their current situation, being overweight, in danger of heart disease? Your headline and opening sentence should hook their interest based on what is important to them.

What do they need to learn?

Explain why it’s not their fault, it’s because they don’t know…help them understand what it is that they need to learn to achieve the success and good feelings they are looking for.

What are core elements to producing result?

Specifically what things will you teach them and focus on that will achieve the result. This is your spot to share your best knowledge and validate the above while earning their trust.

What do they want to hear? Provide the solution.

Here is where you get to deliver your pitch, explain the solution and specifically how you will provide, ensure or create that solution. It’s important to validate rather than brag, rather demonstrate your success but then show them how it’s absolutely attainable.