Tips On Writing Copy

The most effective listings are invitations, not resumes. They read like personal conversations. Be professional but use plain English.
Target your audience in your title.
Use your full name and phone number.
Highlight specific benefits.
Explain how your service is unique or better.
Describe your training and experience.
Include testimonials.
If relevant, list specific times, dates, fees, etc.
Finally, invite the reader to "Call for details," "Call for an appointment," etc.

Address the needs of your prospective clients and show sensitivity to their concerns. For example, a therapist might elaborate on some of the topics she would cover in a face-to-face intake interview. "Do your personal relationships always end the same way?" An accountant may want to target a specific audience. "Tax Breaks For Independent Professionals." A dance instructor can give several reasons for attending: "Ballroom dance is not just great exercise. It's also a great way to meet new people and strike up new romances."

Longer listings can help prospective clients determine if your particular service is right for them. Give readers a real feel for who you are, why you're excited about your work, and how you can make them more healthy, wealthy, or wise!

REWRITE TIPS
Once your listing is published, poll respondents and ask them what drew them to your work. If you find that it's something buried in the middle of your text, or if it's something only implied by your text, make sure to highlight it by adding it to your title or in the first sentence or two of your text in subsequent rewrites. Through successive rewrites you can make a listing work better and better over time.

WRITER'S BLOCK?
If you're having trouble writing your listing, try writing a letter to your best friend or Aunt Martha about what you do and how you're helping people with your work. Or have a friend "interview" you with a tape recorder and transcribe the notes.

Or simply email openexchange@earthlink.net or phone us at (510) 526-7190 for personal assistance. We're here to help!