Virtually all persuasive copy contains the eight elements described in this article. The successful ad:
- Gains attention
- Focuses on the customer
- Stresses benefits
- Differentiates you from the competition
- Proves its case
- Establishes credibility
- Builds value
- Closes with a call to action
All ads do not have all eight characteristics in equal proportions. Depending on the product, some of these elements will be dominant in your ad; others subordinate.
Let’s take telephone service as an example. If you are AT&T, MCI, or Sprint, you have a long track record of success and a well-established reputation. Therefore, you will be naturally strong in elements five and six (proving your case and establishing your credibility).
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