How to Write Classified Ads That Sell: The Two-Step Sequence

A one-step sequence is going for a sale directly from the classified, which, in almost all cases, is a no-no.

With two steps, it is very important to send the information immediately. The prospect will NEVER be as hot as the day she calls you. So, ensure you get that report out quick! With each passing day you fail to send it out, the odds of conversion fall dramatically.

This is especially important and something you need to be mindful of. If the prospect is in panic mode, sending a free report will not be of any use. For example, a single mother locked out of her car needs a locksmith urgently. By the time you send out the free report, her need for your services has expired.

Once your prospect is seeking services or products in the market, it is your challenge to attract them to your ad—Fast! Below are surefire ways for prospects to notice you, which all work well with the two-step sequence.

• Reflect Urgency. Your classified needs to reflect urgency. It needs to standout from the competition.You may even ask your prospect to call a 90-second recorded message where you articulate (albeit briefly) your USP and extend a strong offer.
• Go Large. Consider placing a larger ad. Utilize a thicker border and a larger photo, which screams out a benefit.
• Write a Striking Headline. If you are short of space, do not reduce the size of the headline. It is better to take up less space in the body copy and just run the words “free special report. Call XXXX-XXXX.” The headline is far too important to muck around with. With classifieds, all you really have to work with is the headline.
• Use Contrast. If you are in a classified listing along with many of your competitors, you will need to stick out. A simple strategy is to do the opposite of everybody else. The human eye is attracted to contrasts.
• Try Display Ads. Finally, if you have the $$$, you may try running a display ad in the classified section. You will have, far and away, the largest advertisement. Hence, you will be easily noticed.Only do this, however, when you have identified a strong headline. There is no use committing large sums of money if you are “shooting in the dark.”

Here is a classified that uses the two-step sequence with the tips mentioned above:

Warning: Don’t call ANY locksmith until you
hear this amazing 90-sec. recorded message.
Call now on 95XX XXXX and discover the simple
solution to your problem!

When the prospect calls the recorded message, there is a 90-second window of opportunity to state your case and extend your offer.

At the end of the message, you will have to provide the prospect with a 24-hour emergency phone number. This is a good example of the two-step sequence.

You have reached the end of our series on writing classified ads that sell. Nevertheless, this methodology is not set in stone.If your results speak otherwise, then throw out what I have said here, and go with the figures. Remember, after all it is a numbers game.
 

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Tags: ads that sell, copywriting, How to Wirte Classified Ads, two step ad sequence