Gaining Attention
The layout of the advertisement, the colours and illustrations and the headline all go together to gain attention. The headline will do 80% of the work of your advertisement; you need to get the headline correct. In its simplest form the headline will be your product or service’s number one benefit - tell your prospect what is in it for them. There are many other types of headline but including a benefit is the often the best and the easiest to use. Other great headline components include: mentioning the interests of the prospect, mentioning the product in a favourably, using curiosity and using news or fashionable items.

When your salesperson has broken the prospects preoccupation and got their attention they then go on to sell the product or service. They build on the interest and change this interest into desire by asking questions and answering those questions with matching benefits.

Interest and Desire
Advertisements can’t ask questions and match benefits, but it can build a picture in the prospect mind based on the benefits your product or service offers. People only buy benefits they do not buy product points - pack you body copy (main part of your text) with benefits. By weaving a good story you can create a desire in the prospect to own or use the products or services you offer.

When your sales representative has built up this desire he asks for the order. He asks for some action on behalf of the prospect such as sign this order.

Action
Your advertisement must do the same – ask for action. Tell the reader what to do next such as – telephone us now, visit the website, post this coupon today, etc.
Your advertisement should make it easy to contact you and include your telephone number, email address and website. It should also include a strap line, a short phrase that is easy for your prospects to remember. There are many examples of strap lines and most television advertisements have a spoken strap line at the end of the advertisement. It is worth making the effort BECAUSE YOU’RE WORTH IT and EVERY LITTLE HELPS - SIMPLES.

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