You might say their owners love them, but since this article is
about advertising, that’s not the answer.
The truth is, both houses that need new owners and dogs who
need new homes share the “boring ad syndrome.”
Think about it. Most house ads don’t tell you a thing that
creates desire or excitement to see the house. Dog adoption
ads are the same.
House ad: “3 br, 2 ba, 5 A. family room, deck, 1800 s.f.”
Dog ad: “6 mo. Shep X male.”
Both ads are “supposed” to make readers pick up the phone
and ask for more information. But what is there about those
ads to even provoke curiosity? Not much.
If you’re advertising on the internet or in a flyer you
produce, there’s no excuse for this brevity. You have the
opportunity to paint as many word pictures as there are
features to describe.
Your house ad can begin with something enticing such as
“River rock fireplace dominates the family room…” and then
go on to describe the cathedral ceilings, plush carpeting,
redwood decks, etc. in terms that paint pictures in your
reader’s minds.
Your dog ad can do the same. How about: “Buster loves to
cuddle cats and chase frisbees! Only 6 months old, he already
knows “sit and come” and is housebroken.” Then go on with
his other fine features. You can even pull some heart-strings
by telling how he came to be up for adoption.
But what if you must advertise in the classifieds and thus
have very little space?
Describe the most desirable feature and let potential buyers
call to learn about the vital statistics. Perhaps it’s the
fireplace, or the many windows that bring the outdoors in.
Maybe it’s a huge deck overlooking the river. It could be
a luxurious master suite. Whatever it is, stress it. And
don’t worry if that feature won’t appeal to everyone. You
only need one buyer!
In the case of our fictional dog, describe his best personality
trait. Let people picture themselves enjoying that dog.
Houses and dogs aren’t the only items for sale that suffer
from boring ads. And now that I’ve mentioned it, I’ll bet
you’ll see plenty of them every time you pick up a newspaper.
Make sure the ads YOU write don’t suffer from the same
affliction. Next time you write an ad – for a car, a couch,
a cat, or a kid’s snowsuit – start by painting a mental
picture that makes people want to know more.
Get tips and marketing info weekly. Sign up for my free real estate marketing ezine: Real Estate Help. Just send a blank e-mail to realestatehelp@getresponse.com and as soon as you confirm your subscription you’ll have instant access to my special report on ad writing.
And I’d love to help you succeed. Call me at 208-448-1479 or write:
writer@marte-cliff.com
Yours for success,
Marte Cliff
www.marte-cliff.com
Marte Cliff is a Freelance Copywriter with many more tips to share. Visit her at http:\marte-cliff.com and sign up for a free monthly advertising ezine. Marte also offers a no-obligation critique of your present advertising.