Classified ads can be a good way to attract business for your company. When placed in the right media, they attract customers who are currently looking to buy what you sell. But they need to be well-written to get good results.

"Well-written" doesn't mean lengthy, and it doesn't mean you need to write in full sentences. What it does mean is that the headline and body copy of the ad must be carefully crafted. To be effective, the headline and copy must tell readers in just a few short words what you sell, why the reader will want to buy from you and what action you want the reader to take (for instance, click a link for more information , send away for information or call you on the phone.)

The headline (or first couple of bold-faced words in an ad without a headline) should stop the reader's eye and encourage them to scan the rest of the copy. Words that promise a benefit such as "free," "fast," "reliable" combined with a term that summarizes what the reader wants to acquire works well to drag the reader's eye into the rest of the ad.

Although the number of words you can use may be limited by the media or by how much you're willing to spend, don't cut so many words out of the text that the ad becomes meaningless. To make sure your ad is clear, have a few friends and family members read the ad before you submit it. If they don’t understand what you're selling and why someone should call you, rewrite the ad.

Note: Business Know-How is considering setting up a marketplace within BusinessKnowHow.com that would feature classified ad-type listings for businesses selling products and services. Please take this survey to let us know if you'd be interested in advertising in a marketplace or classified advertising section.

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