First you must have a strong headline - something that will grab their attention. Within just a few seconds your prospect would have decided that your advert is just junk or it has an interest for them.



By experimenting with different ad headlines you can find out what gabs people attention the most and use this information to your advantage. But don't stop there; you need make sure that the rest of the ad doesn't ruin a successful headline. Try and overcome any objections the prospect may have. If your product is expensive, explain why. If it will save them money, show them how. If it's a great offer, shout about it.

Take a look at what you are offering and the profile of your audience. Try and make your offer unique to an individual. If you offer different price points depending on needs then list them. Too many companies frighten off their prospects by talking about the Luxury service or even the budget service. Match the right offering to each prospect and you will win the battle.

A very cheap and effective method is to include a risk free guarantee - if you can increase the guarantee, you minimise the risk to the prospect. Let's face it, most returns take place within the first few weeks, by offering an extended guarantee you have something very strong to boast about. The concept of offer risk free trials or long guarantee's works, there's no reason why you should not exploit this concept.

Make sure that you have your ideal prospect in mind when you are writing the text for your ad. I often will picture the person in front of me. Who are they, what do they do for a living, do they have a family, do they have spare cash or are they on a budget. You need to understand your prospect before you begin to write; only then can you create the text to match their understanding.