STEP 6: Revising—Checking for Conciseness
When you have finished the ad, use the following guidelines to revise it:
-^ Cross out any words not absolutely necessary. If the magazine or newspaper
for which you are preparing the ad includes a base rate for up to a specific
number of words, you may wish to limit your ad to that number.
-^ Omit articles and prepositions. [See articles and preposition in the Glossary.]
-^ Check to see that essential information is included.
-^ Make sure that you have begun with the most important words and followed
them with the least important words and phrases.
-^ Check for possible abbreviations or shortened word forms. The following
examples may help you:
- Use phone instead of telephone.
- Use call instead of phone.
- Use in person instead of personally.
- Use SASE instead of self-addressed stamped envelope.
- Use after 5:00 instead of call after 5:00.
- Use applications accepted instead of applications being accepted.
- Use negotiable instead of price is negotiable.
STEP 7: Proofreading—Checking for Accuracy
Be absolutely certain to check the following details for accuracy. An inaccurate ad
wastes your money!
- Is^ the^ phone^ number,^ including^ the^ area^ code,^ accurate?
- Is^ the^ address,^ including^ zip^ code,^ accurate?
- Is^ the^ essential^ information^ included?^ Is^ it^ accurate?
- Is^ the^ punctuation^ accurate^ to^ separate^ words^ and^ phrases^ in^ place^ of^ sentences?
-^ Does the ad include sufficient information to eliminate needless calls or
unnecessary correspondence? - Is^ the^ ad^ as^ concise^ as^ it^ can^ be?
Sample Classified Ads. The following classified advertisements follow the char-
acteristics suggested in this section. After you have studied the ads, compare your
thoughts with the analyses below.
- Part-time assistant, retail clothing. Hours flexible; some benefits. Apply in
person. 240 Main. - Antique dining table, six chairs, cherry, needlepoint seats. $1,200, delivered
in area. 763-1432. - Complete patio plans, instructions, diagrams, materials list. SASE, $4.50.
PLANS, 410 E. Ridgewood, Oakfield, GA 56842.
Classified Ad / 175