If you’re in business you know that to attract customers and get results, you have to advertise. A great ad attracts attention, generates interest in your product, and leaves consumers with a strong desire to buy it. When you’re writing an advertisement, every word counts. Being too vague or wordy will cause people to skim your advertisement instead of pausing to read it, so the same writing tenets apply no matter what type of advertisement you’re writing.

Publication Mode

Knowing where you plan to publish the ad -a newspaper, a magazine, your website, or social media -will influence the way you write your copy. Find out the perimeters of your advertising space, including how many words you’re allotted, how large the font size will be, and whether you can incorporate graphics or video.

Target Audience

Everyone who reads your ad will want to buy your product, but in reality, you’ll have better results if you tailor your ad to a specific audience that is likely to be more interested than the rest of the world. Use language and references that appeal to the demographic to which your product appeals. It might be a turnoff for other groups of people, but it’s important to speak to the hearts of the people who have the potential to become loyal customers.

Good Headline

A headline is the most important part of your advertisement because it’s your one shot at getting consumers to read your ad. If your headline is vague, difficult to understand or in any way uninteresting, you can’t expect people to take the time to read the rest of your carefully written ad. You’re immediately telling them that your company isn’t innovative enough to come up with a compelling ad – which will reflect poorly on your product as well, even if it’s excellent.

Bridge

The next line after your headline is your short, sweet chance to create a solid impression of your company in the minds of your audience. After your mysterious/shocking/emotional headline, you need to follow up with something substantive – otherwise, your headline will be perceived as mere hype. Use the bridge to tell the consumer what need your product can fill.

Creating Desire

Create a desire for your product. It’s a chance to play with your audience’s emotions and make them feel as though your product will fill a need they have. If you’re offering a product that will be helpful to people, there’s no shame in writing a copy that tugs on the heartstrings to get people to buy a product that will improve their lives.

Getting the Product

Tell them how to get your product. Write a strong ending that tells your audience exactly what to do next. Give them an action to take that makes it easy for them to buy your product or get in touch.

Formats for Classified Advertisement Writing

    • Heading (should be in capital letters)
    • Content

A Classified advertisement is written by an employer who is looking for the services of a person in his organisation or to sell/purchase/rent any property or for many other purposes. It should begin with a heading in bold or upper case letters. The language should be according to the audience we are referring to. For example- If you want to sell something to the youngsters, the words chosen shall be good enough to attract them.

Do not use the same descriptive characteristics for every type of advertisement. For example- In a Situation Wanted case, calling for receptionist applications, one must use words that are indicative of the personality and communication skills you are looking for. On the other hand, for hiring a tech executive, you must ask for skills limited to the IT department. Do not make full sentences. The prescribed limit is 50 words and to make your advertisement loaded with information about the topic, you have to manage your words carefully.

Situation Vacant

Always start with wanted or required.
Do not forget to mention the name of the organisation.
Clearly state the number of vacancies and post for which the advertisement is about.
If stated, mention the age and gender of the candidate.
Qualification and experience required for the post.
Mention the pay scale, perks and also the mode of applying.
Address and contact number for correspondence.

To-Let

Always start with WANTED or AVAILABLE.
Mention the type of accommodation.
Expected rent.
Any other feature of the accommodation.
Address and mobile number to contact.

Sale/Purchase of Property/Assets

These type of ads start with SALE/PURCHASE/WANTED.
Give a brief description of the property/vehicle/good.
In the case of property, mention the number of floors, size, number of rooms, location and surroundings.
In the case of a vehicle, mention the colour, model, accessories, year, modifications (if any), price, mileage and condition.
For household goods, mention the condition, the price offered or expected.

Educational Institutions

Write the name of the Institution.
The record of the Institute.
Courses offered and the duration of the courses.
Eligibility criteria.
Facilities provided and fee structure.
Scholarship information, if available.
The last date to apply, etc.
Contact number and address.

Missing Person

A physical description like height, complexion, etc.
Name, age and any health-related issues.
Any identifying feature like clothes, accessories, etc.
Place where the person was last seen.
Mention detail of the reward if there is any.
Address and phone number.

Tours and Travels

Start with PACKAGE AVAILABLE.
Write the name of the travel agency.
Mention the name of the destination and the duration of the trip.
Price and any special discounts if available.
Contact address and phone number.

When you write your ad, try to make it sound as natural as you can. Write it as though you’re saying it to someone else. People are drawn to natural writing – it speaks to them in a way that overly formal, stilted writing just doesn’t.

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δάσκαλος (dáskalos) means the teacher in Greek. Devika Panikar has been teaching English Language and Literature since 2006. She is an Assistant Professor with the Directorate of Collegiate Education under the Government of Kerala. She teaches at the Government Colleges coming under this directorate and is now posted at the Department of English, Government College for Women, Thiruvananthapuram. This website is a collection of the lecture notes that she prepared by referring to various sources, for her students’ perusal. It has been compiled here for the sake of future generations.

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