3 Elements of a Closing Deal Classified Ad
Have you ever wondered why your perfectly good classified ad fails to get the attention you want? There should be dozens, nay, hundreds of prospective buyers flooding your email inbox with offers. After all, you’re offering a mint baseball card, a vintage coat, a pristine used car, those sporting goods at wholesale prices, and whatever other hot items are in your inventory. Instead, you just have a slow trickle of questions, a handful of sales. What gives? Most likely, your sales are slow because you have not mastered the three techniques of writing a classic classified ad.
Of course, give yourself credit for recognizing an important facet of today’s sales world. You decided to sell your stuff on an online classifieds site. As anyone in the business knows, online classifieds give you more privacy, a broader selection of buyers, and a host of tools to help you keep tabs on your transactions. Compared to a newspaper, cyberspace is also a bit more spacious. There are billions of pages on the Web, and only a few dozen in the typical neighborhood magazine. For you, that means a lot more space for your ad, to say the least.
With that space, however, comes great responsibility and great potential. The extra space gives you the freedom to include as much product description and sales copy as you want. However, you can’t gather a ton of information. You need to use the three special ad-writing techniques that will attract buyers and close the deal: attention, interest, and action.
Attention. Make sure the buyer stops at your ad instead of the thousands and thousands of others out there in cyberspace. Your ad headline is the first lure that grabs their attention, and the first component of an eye-catching headline is the item’s best feature, whether it’s the item’s price, rarity, or popularity. Next, make sure the title includes keywords or other synonyms for your item that a buyer might use in a search. For example, a shopper might search for “automobile” instead of “car,” “jersey” instead of “jersey.”
Interest. Once you have the buyer’s attention, hook them with details. There is a direct relationship between the amount of information you provide and the number of sales you will make. So please describe the item as fully as possible (size, color, material, designer, model) and provide a clear digital photo to finish the job where your words leave off. Even offer your prospect the history of the item if possible.
Also, try to list as many benefits as possible that your sale item could offer the buyer. Come up with a few that the buyer probably wouldn’t think of on their own. And focus on the specific benefits. Use what you already know about your goal. For example, if you were selling a car, you know that whoever is looking at your ad needs a vehicle. If your car is compact, the buyer may be looking for great fuel economy. Or maybe it’s power that he or she wants if their car is a sporty model.
Values. End your ad strong. Don’t just suggest to the buyer that you are offering a great deal. Tell them it’s a fantastic deal they can’t pass up. Use phrases like “Call me now before someone else does” or “Buy now, this opportunity won’t last long.” Be cordial while pressing the issue, of course. Thank them for reading your ad and make sure they know you appreciate their business.
Most importantly, your customers will also appreciate your honesty throughout the ad. So, whether it’s the attention, interest, or action you seek, never lie or exaggerate. Go as far as to include any defects if your product is not in perfect condition. Your honesty will build trust, and trust, above all else, makes an ad work. What’s more, it makes for repeat customers.
Remember, if you use these three elements, or four if you include honesty. When you’re done with it, it should read something like the two examples below.
Example 1:
Discover the beauty of a Forest Hill home
2500 sq. ft. home, 4 bedrooms, 3 baths, double garage, upgraded kitchen, 12 ft. roofs
This open concept home is situated in a historic district of Rhode Island. It is a wonderful neighborhood to raise your family, with schools and services nearby.
(Insert your image or photo here.)
Call for an on-site appointment. Thanks for watching!
Example 2:
Looking for an inexpensive used car that drives well? only $4,950.
2003 Honda Civic, Limited Edition, 65,000 miles, manual transmission, CD, AM/FM radio, power steering, low maintenance. Great on Gas – This car will save you $$$ on high gas prices.
(Insert your image or photo here.)
Send me a message now. Thanks for watching!
