The following is a 4-step formula for writing ads on flyers and sites like Craigslist. It works best when you have a specific target audience in mind. I’ve earned lots of leads with these steps. You can do the same.
1. What is the problem?
– What problems are your clients facing that you can help them with? For example, if you’re a recruiter looking for single moms, why would a single mom join your company? What problems do single moms have on their job that a home business can solve? Address these problems in one or two sentences, with at least one question. For instance, “Are you tired of…?” or “Do you miss…?”
2. What is the alternative?
– What is the opposite of the client’s problem? What could they do if that problem was solved? In one or two sentences, put a picture in their mind of them living that alternate lifestyle. “Imagine yourself…” “What if…?”
3. What is the solution?
– What can you and/or your company do to help that client? Can they be taught to live that alternate lifestyle? Do you have a testimony from someone in your company who is already doing it? For example: “Would it be okay if we show you how to…?”
4. Call to action
– Now that your client has seen your ad and is interested in your offer, what should they do? Do you want them to go to your website? Should they call you? Is there an office they can go to? Tell them what to do next, then give the address, phone number, etc. Also, what’s in it for them if they take this call to action? Will they find more information? Are they calling for an appointment? Tell them why they are taking that step. And put a sense of urgency in this step. Like “One night only,” “Limited seating,” or the ever-popular “Now!”
When you write ads this way, you’re speaking directly to your target audience in a way they can relate to. Most people don’t relate to a list of random features. They — in this case, single moms — can relate to the stress of having to pay someone else to be their child’s parent. So why not tell them that you’re here to fix that?
Make a nice day!