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How To Make
Sure Your Ad Is Read By
The Most Prospects Possible!
People
pick out what interests them by scanning the headlines. Therefore,
a headline must reveal, not conceal, a person's self?interest.
Self?interest is how to make sure your prospects instantly spot
your ad as they flip the pages of their favorite magazine.
People do not read magazines in order to read your ad. This is
important to keep in mind because many times people who run ads
in magazines that go out to their market pay very close attention
to the ads that are in it. Most of these ads are written by their
competitors, plus their ad is in there too.
But, at the same time, it is dangerous when you start assuming
that other people are also paying close attention to the ads.
Granted, your competitors probably are, but what about the prospects
and potential customers that are reading that magazine? The market
doesn't care about your ads. They don't subscribe for the ads.
Therefore, these prospects and customers will look at ads in a
very passive way. They just skim. They know that you're trying
to sell them something, so they have their defenses up.
Therefore, you have to have a clear, compelling ad that grabs
their attention with a massive catering to their self?interest.
The ad should seem to jump off the page. If you are able to make
ads do this to readers, you will make money.
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