Write Them Right!

THE KEY to building a competent busi. r ness lies in its personnel. And one excellent way to reach applicants can be found in the neglected and largely misunderstood area of classified advertisine.

It takes only a few minutes to write- a classified ad, i{ you know what you're going to say. Here are three steps to take before you begin writing.

(l) Visualize Your Ideal Applicant: this gives you a target for your advertising. What is the job open to him; what are the specifications of that DENVER, locating ideal applicants: trade and industry magazines are especially efiective. Your local newspaper and those in nearby towns; locations where similar industries are congregated; your competitor's back yard; in locations which mav be inferior to yours; and listen for rumors of layofis, etc.

The classified ad you write will be in competition with many ads. It must be able to attract attention, excite curiosity. be in_ teresting, convincing and make the reader want to apply. A good classified ad should be as direct and persuasive as a mail order ad. Both have to draw a response to be efiective.

Tactics of size, emphasis and format help your ad stand out. Emphasize importan: points with capitals. Put in the curiosityarousing facts about the job or your com. pany. Be enthusiastic. A colorful word in your headline can attract attention. Subheadings make your ad more readable.

Here are the oleme"B a good i"r.in"a ad should contain:

(l) Classification of the job. This selects your audience,

Headline. Can be an ofier, benefit, or comPany name, Subheading. Draws the reader into the ad by exciting curiosity and expanding on headline. Paragraph about your company, its good points, appeal; answers to questions.

(5) Job specifications, title, etc.

(6) Instructions telling applicant what to do.

(7) Company name and address.

(8) Slogan or other statement to attract applicants.

Story qI d Glqnce

Here's the key to writing classified ads that draw responses, what to put in them, how to pros- pect in the vast employment market.

When you've written your classified ad, cheek it over with the flllowing in mind. Does it grab your attention? Will it be eye catching on the page? Is it different from others that will appear with it? Does it get )rour company's benefits and advantages across? Does it select your ideal applicant? Does it name your company as the logical choice for him?

If the answer to all these questions is o'yes," you've got a winner!