There are generally two types of ad space you can buy, solo ad and non-solo. With Solo-Ads, yours will be the only ad that appears in the issue and should give you a higher click through rate - this is our preference. The non-solo ad is carried in an ezine or newsletter with many other ads. Usually the higher position of your ad the more you pay. We tend to steer clear of the non-solo variety because for obvious reasons the click through rate is lower.
Writing a classified ad is an art-form and much has been written about it. Basically keep in mind that you are not trying to sell your product from your ad but merely trying to get the reader to click through to your web page.
With a classified ad you neither have much space or time to play with. Generally you will have no more than 6 lines of text and only instant to grab the readers glancing eye.
The Headline
This is really your only chance to grab the reader and you only have a few words in which to do it. Remember most readers think in terms of problems and solutions and therefor a headline which focuses on a common problem or situation is going to give the best results. In this ad you are not going to mention your product but you must keep in mind your product. Combining these two almost gives you your headline, Pick the number 1 problem that your product solves and through in a few 'Power' words ( e.g. Discover, Easy, Guarantee, Save, Results ).
The Body
You now have only 5 lines left and the last two will be wrapping up and providing your page link. So you only have 3 lines at most for the body. You don't really need anymore because all you are trying to do is tempt the reader and get them to click on your link. Again keep the focus on the number 1 problem, but in these couple of lines talk a little about the solution your product provides ( not your product but the solution ). Also make sure you use a couple of power words but preferably different to those in the headline.
Wrapping it Up
Just two lines in which to give the reader instruction and your URL link. Here you simply need to let them know they can get a lot more information about this solution for your web site. e.g,
"For full details of this Proven Solution see,
http://www.yoursite.com"
One last thing, it's obvious but often forgotten, SPELL CHECK and TEST YOUR LINK.
For further information and tips on writing an effective classified ad for an ezine or newsletter, also try these,
Holton.com - Writing Classified Ads for an Ezine or Newsletter
Seven Design Avenue - Creating Ads for an Ezine or Newsletter
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