s or the multi- page direct mail pieces that go into the old song and dance. Understand that there is a place for these ads, if you know how to write them! The pros will forever be hitting you with the:

1) claim of the benefits,

2) the documentation of the claims,

3)

There is another set of options regarding the style of writing ads. With the understanding that there are basically two kinds of ads:

1) Direct Response, meaning that you are directing an immediate response,

2) Image Enhancing ads, meaning that you are trying to instill an image of irresistibility that will be remembered when they are ready to act on your product.

There are even two basic ways to style these two kinds of ad writing. The first we'll call "Slam Bam". This is the "meat and potatoes", "here's what's in it for you" style approach that gets right to the point. There is no fat, no build-up and no impressive style points- eg. "If you want to get the girls, you gotta get a Porsche!" (from the movie "Crazy People") This style appeals to those of us who like to cut to the chase; they want the rational argument, not manipulation; they want to get their entertainment and amusement on their own terms. They prefer the "bottom line". This kind of ad is what you would tell your father if he asked you what you sold. There are a lot of people who appreciate the respect that these kinds of ads represent towards them, the customer.

The second we'll call "literary". These are the one half to one-minute commercials or the multi- page direct mail pieces that go into the old song and dance. Understand that there is a place for these ads, if you know how to write them! The pros will forever be hitting you with the:

1) claim of the benefits,

2) the documentation of the claims,

3)

image of irresistibility that will be remembered when they are ready to act on your product.

There are even two basic ways to style these two kinds of ad writing. The first we'll call "Slam Bam". This is the "meat and potatoes", "here's what's in it for you" style approach that gets right to the point. There is no fat, no build-up and no impressive style points- eg. "If you want to get the girls, you gotta get a Porsche!" (from the movie "Crazy People") This style appeals to those of us who like to cut to the chase; they want the rational argument, not manipulation; they want to get their entertainment and amusement on their own terms. They prefer the "bottom line". This kind of ad is what you would tell your father if he asked you what you sold. There are a lot of people who appreciate the respect that these kinds of ads represent towards them, the customer.

The second we'll call "literary". These are the one half to one-minute commercials or the multi- page direct mail pieces that go into the old song and dance. Understand that there is a place for these ads, if you know how to write them! The pros will forever be hitting you with the:

1) claim of the benefits,

2) the documentation of the claims,

3)

fat, no build-up and no impressive style points- eg. "If you want to get the girls, you gotta get a Porsche!" (from the movie "Crazy People") This style appeals to those of us who like to cut to the chase; they want the rational argument, not manipulation; they want to get their entertainment and amusement on their own terms. They prefer the "bottom line". This kind of ad is what you would tell your father if he asked you what you sold. There are a lot of people who appreciate the respect that these kinds of ads represent towards them, the customer.

The second we'll call "literary". These are the one half to one-minute commercials or the multi- page direct mail pieces that go into the old song and dance. Understand that there is a place for these ads, if you know how to write them! The pros will forever be hitting you with the:

1) claim of the benefits,

2) the documentation of the claims,

3)

terms. They prefer the "bottom line". This kind of ad is what you would tell your father if he asked you what you sold. There are a lot of people who appreciate the respect that these kinds of ads represent towards them, the customer.

The second we'll call "literary". These are the one half to one-minute commercials or the multi- page direct mail pieces that go into the old song and dance. Understand that there is a place for these ads, if you know how to write them! The pros will forever be hitting you with the:

1) claim of the benefits,

2) the documentation of the claims,

3)

s or the multi- page direct mail pieces that go into the old song and dance. Understand that there is a place for these ads, if you know how to write them! The pros will forever be hitting you with the:

1) claim of the benefits,

2) the documentation of the claims,

3) why their product is superior, and

4) the irresistible and/or risk free call to action (with a free bonus throw-in).

These ads do work because they know how to constantly keep telling you "what's in it for you" and documenting each claim. If you aren't comfortable with the lengthy type of ad, consider the meat and potatoes style. You should be able to know which works best for you because you now know how to measure the results of any effort. However, if the style points are good for the image that you wish to protect and nurture, then consider creating both kinds and alternate them.