In your ads, make sure you start off strong. Lead with a compelling headline that gets your reader interested, and make sure that your body copy does the same thing. People will only read the first few words of your headline until they decide to either keep reading, or turn the page.
You want to use your "trigger words" right there at the beginning of your ad. These are words like "discover", "free", "how to", "learn", "secrets", and etc. The more of these words are used in your advertising, the more likely it is for your ad to have success.
Your ad should have purpose. Don't dance around with your prospect. Get the job done right away and cause them to take an action that lines up with the product that you're selling. And preferably, you will want to make this action a free offer, so that they can sample your credibility... and so that you can follow up on them with your direct mail sales package.
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