a) Visit the store or website to see and judge the product for himself,
or immediately write a check or use a credit card and send
for the merchandise being advertised.

b) Phone for an appointment to hear the full sales presentation,
or write for further information which amounts to the same thing.

The bottom line in any ad is quite simple: To make the reader buy
the product or service. Any ad that causes the reader to only pause
in this thinking, to just admire the product, or to simply believe
what’s written about the product – is not doing its job completely.

The “ad writer” must know exactly what he wants his reader to do,
and any that does not elicit the desired action is an absolute waste
of time and money.

In order to elicit the desired action from the prospect, all ads
are written according to a simple “master formula” which is:

1)Attract the “attention” of your prospect.

2)”Interest” your prospect in the product

3)Cause your prospect to “desire” the product

4)Demand “action” from the prospect

Never forget the basic rule of advertising copywriting: If the ad
is not read, it won’t stimulate any sale; if it is not seen,
it cannot be read; and if it does not command or grab the attention
of the reader, it will not be seen!

Most successful advertising copywriters know these fundamentals
backwards and forwards. Whether you know them already or you’re
just now being exposed to them, your knowledge and practice
of these fundamentals will determine the extent of your success
in your home business.