You really don’t have to look far to get lots of juicy info on writing long form advertising copy. In fact, many of my marketing hero’s offer excellent courses on writing the long copy. Heck, I’ve event posted some good stuff on the art and science of writing persuasive ad copy.
And by the way, I’ve taken many of these courses and learned tons from them. And if you are interested, I’ll send you my recommended list. Just let me know and I’ll get it right out to you.
But like so many things in life, there’s a time and place for everything. And so is the case for short copy. Now before I get started here let’s define what I mean by short copy. . . . are you ready for it . . .
Short Copy refers to post cards, radio spots, classified ads, and small print ads. In our modern world it could also mean Facebook advertising, and Google Ads, pay-per-click and banner advertising and the like.
While on the surface it may seem like writing short form ads are simple and easy to write. Well yes and no.
Short form copy is easy because you have fewer words to write compared to long form ads which can sometimes run up to 25 pages . . . and more!
On the other hand, writing these short ads still must do the same job of gaining the reader’s attention, create interest and build credibility and get the reader to respond.
The Power Of Classified Ads
Many mail order concerns still use classified advertising to get leads. You should never underestimate the power of using classified advertising. You see them running over and over again. Why? Because they are working. They are paying their way by producing results, i.e. inquires.
And by the way, the primary purpose of using classified advertising is to get qualified leads. Then, you can send out sales literature to the new prospects. This works not only in print, but also online as well.
Let’s look at a couple examples of successful classified ads. And by the way the basic formula for writing classified ads will work on small space ads as well. It also works when you use the Internet too.
Here’s one the late Melvin Powers of Wilshire Book Company ran successfully for many years:
MILLIONAIRE MAIL ORDER EXPERT reveals money-making secrets. FREE exciting hour cassette. Melvin Powers, 12015 Sherman Rd; Suite #7, No. Hollywood, CA 91605-3781.
MAKE $85,000 A YEAR writing ads, brochures, promotional materials for local/national clients. Free details. Bob Bly, 174 Holland Ave., Dept. WDC, New Milford, NJ 07646.
Please note: These examples are NOT current. They were actual ads from old magazines and are used for learning examples only.
Start A Swipe File
I’ve talked about this before, but a swipe file is a collection of ads, in the case classified (or other short form advertising) that has produced excellent results. You’ll often see them running over and over again.
Go to your local public library and ask for back issues of magazines the run classified ads. Some good examples are:
Entrepreneur
Home Business
Money Making Ideas
Popular Science
Popular Mechanics
And there’s plenty more. Think about your marketplace and see if their a trade publication or magazine to fit the bill.
Again, ask the librarian for back issues of the publications that you’re interested in and look for small ads or classified that you see published repeatedly.
These are winners. And you should study them. Practice writing a few ads. Be sure key and track your ad to see if they are “profitable” by the number of inquires you receive.
Ok. Now that you’re armed and dangerous, go out and give it a try.
Until next time,
Emette