ensive material, you need to tell people about it.

It is very important that you put your advertising in the right place. With direct mail that means carefully selected mailing lists. With print and broadcast advertising, it means putting your messages where your prospects will most likely see or hear them.

For example, if you are selling fishing equipment, it wouldn’t do you much good to advertise in a magazine f

Advertising is the most visible form of marketing. It is one the most effective marketing tools you can use to build a share of the prospect’s mind. If you know exactly what you want to gain from your advertising, where to direct your message, and how to say what you want your audience to know, your advertising will be effective.

Unfortunately advertising is also one the most misunderstood forms of marketing. Many ads you see today are full of catchy slogans, an endorsing celebrity, or the ultimate in graphic design and animation. The ads tell people how great and wonderful the business is. They are designed to keep the compnay's name in front of the prospects, and ultimately fail.

If your advertising is going to be successful you have to understand that people don’t care how great your business is. All they care about is what unique benefit your product or service offers them that others don’t. How are you going to improve their lives? How are you going to make their lives easier? Are you going to make them richer?

They want to know how you’re going to enhance the quality, enjoyment, and the profitability of their lives. Very few ads today address that. People don’t care what you want. To be effective your advertising must address what benefits you’re rendering the prospect.

However, they do want to know that you’re qualified to help them. So, in your advertising you need to establish credibility. If you’ve got expertise and people don’t appreciate your knowledge and expertise, find a way to explain it. If, in fact, you’ve been in the field longer than anyone else, you’ve received a higher education honor, or you’re a dry cleaner who specializes cleaning very expensive material, you need to tell people about it.

It is very important that you put your advertising in the right place. With direct mail that means carefully selected mailing lists. With print and broadcast advertising, it means putting your messages where your prospects will most likely see or hear them.

For example, if you are selling fishing equipment, it wouldn’t do you much good to advertise in a magazine fo

ou see today are full of catchy slogans, an endorsing celebrity, or the ultimate in graphic design and animation. The ads tell people how great and wonderful the business is. They are designed to keep the compnay's name in front of the prospects, and ultimately fail.

If your advertising is going to be successful you have to understand that people don’t care how great your business is. All they care about is what unique benefit your product or service offers them that others don’t. How are you going to improve their lives? How are you going to make their lives easier? Are you going to make them richer?

They want to know how you’re going to enhance the quality, enjoyment, and the profitability of their lives. Very few ads today address that. People don’t care what you want. To be effective your advertising must address what benefits you’re rendering the prospect.

However, they do want to know that you’re qualified to help them. So, in your advertising you need to establish credibility. If you’ve got expertise and people don’t appreciate your knowledge and expertise, find a way to explain it. If, in fact, you’ve been in the field longer than anyone else, you’ve received a higher education honor, or you’re a dry cleaner who specializes cleaning very expensive material, you need to tell people about it.

It is very important that you put your advertising in the right place. With direct mail that means carefully selected mailing lists. With print and broadcast advertising, it means putting your messages where your prospects will most likely see or hear them.

For example, if you are selling fishing equipment, it wouldn’t do you much good to advertise in a magazine f

benefit your product or service offers them that others don’t. How are you going to improve their lives? How are you going to make their lives easier? Are you going to make them richer?

They want to know how you’re going to enhance the quality, enjoyment, and the profitability of their lives. Very few ads today address that. People don’t care what you want. To be effective your advertising must address what benefits you’re rendering the prospect.

However, they do want to know that you’re qualified to help them. So, in your advertising you need to establish credibility. If you’ve got expertise and people don’t appreciate your knowledge and expertise, find a way to explain it. If, in fact, you’ve been in the field longer than anyone else, you’ve received a higher education honor, or you’re a dry cleaner who specializes cleaning very expensive material, you need to tell people about it.

It is very important that you put your advertising in the right place. With direct mail that means carefully selected mailing lists. With print and broadcast advertising, it means putting your messages where your prospects will most likely see or hear them.

For example, if you are selling fishing equipment, it wouldn’t do you much good to advertise in a magazine f

’re rendering the prospect.

However, they do want to know that you’re qualified to help them. So, in your advertising you need to establish credibility. If you’ve got expertise and people don’t appreciate your knowledge and expertise, find a way to explain it. If, in fact, you’ve been in the field longer than anyone else, you’ve received a higher education honor, or you’re a dry cleaner who specializes cleaning very expensive material, you need to tell people about it.

It is very important that you put your advertising in the right place. With direct mail that means carefully selected mailing lists. With print and broadcast advertising, it means putting your messages where your prospects will most likely see or hear them.

For example, if you are selling fishing equipment, it wouldn’t do you much good to advertise in a magazine f

ensive material, you need to tell people about it.

It is very important that you put your advertising in the right place. With direct mail that means carefully selected mailing lists. With print and broadcast advertising, it means putting your messages where your prospects will most likely see or hear them.

For example, if you are selling fishing equipment, it wouldn’t do you much good to advertise in a magazine for racing cars. If you sell mutual funds it wouldn’t do you much good to advertise in a magazine for antiques and collectibles, unless you knew that a large number of those readers were also interested in mutual funds.

What you say, and how you say it, is every bit as important as where you say it. To bring in profitable new business, your print ads, once you’ve placed them where your prospect will see them, should include four important elements:

1. A compelling headline, one that catches the attention of the readers and motivates them to read your entire message. It is very important to have a powerful headline on the home page of your Web site and in all of your Internet ads.

2. A specific offer attractive enough to inspire people to respond immediately.

3. A convincing explanation of the benefits customers will receive by purchasing your product or service. This reinforces the headline and offer.

4. Clear, precise information on how to order from you. Always ask for an immediate order in every ad you place, and make sure you tell your readers exactly how to order.

You never know how well you advertising is actually doing unless you test. You won’t know which headline pulls best for you until you test one headline against another. Nor will you know which offer works best for you until you test one offer against another.

Keep in mind that there are basic power words that will help you get better results with your ads. Some of these words are: “free,” “easy,” “amazing,” and “bargain.” When you include any of these words in your ads it will almost always increase your response.

When you’re writing an ad it is helpful to think of your prospec