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And isn't that what you want? Again, read Goode's list of truisms. They can help you think of your reader, not yourself, in writing ads that work. But let's not stop here. Let's take this whole business of psychology a step or two further... Ch. 19: WHAT PEOPLE WANT, Why they Buy, and What Turns Them Off When you write an ad, you must keep in mind WHY people buy. Knowing the following priceless list will help you in this area. As always, THINK OF YOUR BUYER, not yourself. Why should they give you their money?

Paul Getty, Lee Iaccocoa, and Donald Trump and hire someone to write your words. That works. ) :) But there is an easier way. I call this the "two step" because that's all there is to it. Here's the secret in a nutshell: Step one is state your principle. Step two is illustrate it. Pretty simple dance routine, right? Yet you can use this method to write ANY type of nonfiction---whether it's your life story, a school paper, an executive brief, or a full length scholarly book. (Actually, the scholars sorely need this method.

While AIDA still works, I’ve upgraded the formula for the new millennium. " Let me explain how it works: 1. Target your prospects The "T" stands for "Target" your prospects. Far too many people place ads where they are not wanted. Target your ads by finding out where your potential clients are, and then placing your ads where they will see them. Almost every advertiser thinks their product or service is for everyone, so they eagerly run ads wherever they think the biggest crowd is gathered. This is a waste of time and money.

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