Guidelines for classified ads

It occurred to me that most of these business owners* don't know how to make a (classified) ad that's both direct and simple. Instead, many people default to cramming them full of (too much) information, which merely makes things more complicated and harder for the reader to read and act on.

Alas, here's a short list of pointers I put together to solve this problem:

• Define your banana.

• Don't use pictures (unless they are simple illustrations).

• Don't list your services, awards, accreditations, years in business, warranty info, certifications, and anything else unrelated to the intent of your primary message (your banana). In fact, don't list anything...use one short sentence to communicate your offer.

• Aim to use as much white space (and as little text) as you can get away with.

• Hook your readers with creative, insightful copy.

• Think of ads as small billboards (one concept, minimal copy, simple and to the point).

• Show your phone number & website url below a compelling CTA.

• Use good typography (and please limit it to only two fonts).

• Don't use a border...the margins are sufficient.

• Above all, ask: 'Who's it for? What's it for?" and use this to guide all other decisions.

*One exception: Greyhound's ad (above) follows most of these rules (it's simple, to the point--it's only selling the job offer--and it has just enough negative space and color to make it readable).