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Effective Ads for Help Wanted

Although the staff of the newspaper's classified advertising section will sometimes offer to write the copy of a help-wanted ad for you at no additional cost, it is better to write it yourself so that you are sure you are presenting the facts accurately and as attractively as possible.

The first rule in writing help-wanted ad copy is to be specific. Think about what you are saying and how readers will interpret it. Being specific means writing an accurate headline and also stating clearly the responsibilities of the job and qualifications of the successful candidate.

Be sure to include the following: Company name and contact information, job title and level, a concise description of the job, salary range, starting date and experience required (number of years, formal training, expertise with specific equipment or computer programs, for example). Also include any legal descriptions such as EEO information and boilerplate that describes your company.

Rule number two is: be dynamic. Use descriptive language (positive adjectives and action verbs), personalize the tone by addressing the reader as "you", and emphasize the opportunities and benefits of the job. As with any ad, the purpose of this one is to sell. In this case, to sell the reader on your company and this position.

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