Contents:

What is advertising?…………………………………………………………………………… 3
Focus on Them, Not You……………………………………………………………………. 5
Emphasize Benefits, Not Features……………………………………………………….. 7
Push Their Emotional Hot Buttons………………………………………………………. 9
Incorporating Proof and Believability…………………………………………………. 12
The Unique Selling Proposition (USP)……………………………………………….. 16
The Headline…………………………………………………………………………………… 18
The More You Tell, The More You Sell……………………………………………… 22
Write To Be Scanned……………………………………………………………………….. 24
The Structure of AIDAS…………………………………………………………………… 25
Use Takeaway Selling to Increase the Urgency……………………………………. 26
Conclusion……………………………………………………………………………………… 29