“Advertising isn’t a science. It’s persuasion. And persuasion is an art.” – Bill Bernbach

What makes a great classified ad? First your ad must appeal to the reader, be clear and concise, and it must produce the desired results. The recipe for a well written classified ad is AIDA:

ATTENTION grab the reader’s attention with powerful words and a great title.

INTEREST interest them with something that appeals to them.

DESIRE further stimulate them with something (catch phrase) that makes them desire your product.

ACTION demand that they act immediately.

Grabbing the reader’s attention is your first objective. You must assume the reader is scanning the ad along with hundreds of similar ads. Therefore, there has to be something about your ad that causes him to stop scanning and look at yours! The first two or three words of your ad are of the utmost importance and deserve your careful consideration. Words or phrases that quickly involve the reader are the best attention-grabbers!

If you have an opportunity to include PICTURES * FLOOR PLANS * GRAPHICS * YOUR PHOTO * in your ad, do so. These outperform 5:1 over non-graphic ads. Why? Because a picture/floor plan is worth a thousand words!

Whatever attention-grabbers you use to start your ad, bear in mind that the rest of the ad has to KEEP THEIR ATTENTION! Therefore, in addition to your lead words, your ad must quickly go on to promise or state further benefits (not features).

The next rule of good classified writing has to do with the arousal of the reader’s desire to consider your offer. In many instances this rule is passed by and it is the reason an ad doesn’t produce the desired results. The reader can be aroused by the difference in price, size, amenities of the apartment, etc…

You’ve got your reader’s attention, you’ve told them you have a great apartment, and you’re about to tell them to do something. Unless you take the time to further “whet your offer” your ad is going to only half turn them on. They’ll compare your ad to the others that have grabbed their attention and finally decide upon the ones that interest them the most.

This is the place to insert the magic word: NO FEE, A STEAL, or something similar. So now we’ve got an ad that grabbed their attention and provoked interest and desire. Now that the reader is turned on, it’s your turn to demand action.

The last item for your ad is your information: your name, telephone number, email address, etc… Generally, readers respond more often to ads that include a name than those with just initials or phone number only. Request that your readers contact you. Use CALL FOR ACTION comments such as CALL NOW, WON’T LAST! RARE DEAL!

Now you have an ad that grabs attention and arouses interest and your phone doesn’t stop ringing!!!

Consider these additional TIPS:
• Clearly state the apartment that you advertise.
• Describe the apartment with terms that emphasize its benefits: “Amazingly warm and bright” instead of “light” or “sunny.”
• Avoid abbreviations on craigslist.com.
• Always include the rent amount.
• Tell them how to reach you. Give options such as office number, cell number.
• When a landlord pays the OP advertise in the “No Broker Fee” section.
• If it is a large 1BR that can be converted, advertise as a FLEX2 or Convertiable2.
• Use color in your text.
• Use “Flash” images in your ads.