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