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Article penned by Mary Wilkey, publisher of 'elf Expressions Ezine:
http://elfexpressionsezine.com
To subscribe, email sub@elfexpressionsezine.com?subject=subscribe
Most ezine publishers process a lot of ads. It is a very time-consuming process, and most of those ads are done for free.
It is very frustrating to receive ads that make the job even more tedious and time consuming.
What ads are those? The ones that contain spelling errors. (Obviously the person didn't even bother to use spell-checker.) The ones that leave out contact information. The ones that are double or triple spaced. The ones that do not conform to the publisher's guidelines. The ones that try to make a classified ad into a display ad.
Since any publisher worth his salt is going to try to catch all those errors (as it reflects on the publication if they go out "as is"), there is a lot of extra work involved that could be avoided if some people would just proofread!
And those are just the "technical" flaws.
What is equally frustrating to see are the ads that you know will never pull a single inquiry. You know that they are just going to take up precious space for naught. Why?
Because they say, in essence, "look at what I have here," instead of "look at how you can enjoy this." No one cares what you have. They care only about how it can help them, and that help has to involve an emotion. People buy with their emotions and justify their purchases with logic.
Years ago, I read a most enlightening book called "The Magic Power of Emotional Appeal." Don't remember the author, but the premise stuck with me like glue.
Briefly, people respond to four emotional appeals:
1—Self preservation
2—Money
3—Love or romance
4—Recognition.
These are the four basic hot buttons. The more of them you touch upon in your ad, the more responses you are bound to receive.
And in a classified ad, you have only a second to capture readers' attention with your headline, and you need to concentrate your major effort on that.
Ask yourself how you would get someone's attention—if your life depended upon it. Then go from there!
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