HOW TO WRITE IRRESISTIBLE AD COPY

When selling through advertising, you're faced with two options,
both of which you will probably use frequently.  Those options
are display and classified advertising.

We won't deal here with radio and television copy writing
because it is not something many of you will be using until you
have developed a great deal of mail order experience.  Once
you're dealing with that sort of capital investment, you'll
probably have an intimate understanding of the fact that expert
help is essential to the successful launch of any campaign, and
frankly, electronic media are not our field of experience.

Classified ad copy writing is a very exacting craft, not an art
in the way that display advertising is.  It involves following a
few simple guidelines and requires little skill.  That's why
daily newspapers hire school and college students to take orders
- and write - for their classified section over the telephone.

The first point worth noting is that classified ads are sold by
the word or by the line.  This has a bearing on how you write
your ads, because if the ad is sold by the word, you're not
going to write an ad that has a bunch of "a's" and "the's" in
it.  But at the same time, if it's sold by the line, it will be
worth your while to include these words in the ad, as they'll
appeal to the better educated segment of the market.

So an ad in at so much a line might read:

"The hottest thing in years.  This is a household wonder you'll
cherish for years."

The same ad at so much a word will read:

"Hottest recent development.  Cherish this household innovation
for generations."

Both are about the same length.  The first reads nicely in
proper English and the second used big, powerful words to make
up for awkward structure.

When you buy by the word, which will be the case in most
markets, use the biggest, most action-packed words you can think
of.  And while we're on the subject of word count, the way you
mark your address in a classified is also important.

If you live on Dog Breath Lane, mark your address as 22
Dogbreath, unless in that subdivision, there also happens to be
a Dog Breath circle, a Dog Breath Avenue and so forth, in which
case Dogbreath Lane will do.  You can usually get away with this
ploy, since these  ridiculous two name streets are there to sell
houses, not to please the Post Office.  If you live in Apartment
12, you can usually get away with 12-22 Dogbreath, which saves
you another word.  Never leave out the zip code, even a
nine-diget zip code counts as one word and in many publications
doesn't count as a word at all.

The initials of your name or company will also do unless you're
trying to project an image, and this can save you from one to
three words.  Even your last name will be all right.

In most magazines and a few newspapers, your first word or line
of type will be set in darker bold letters.  Choose that first
word or two very carefully.  If you really want good results, do
exactly the opposite of what most other advertisers are doing,
or be different.
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HOW TO WRITE IRRESISTIBLE AD COPY

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