10 Ways to Write More Effective Ads
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When a prospect reads your ad, letter, brochure, etc., the one thing
he will be wondering from the start is: “what’s in it for me?”

And if your copy doesn’t tell him, it’ll land in the trash faster than he
can read the headline or lead.

A lot of advertisers make this mistake. They focus on them as a
company. How long they’ve been in business, who their biggest
customers are, how they’ve spent ten years of research and millions
of dollars on developing this product, blah, blah.

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