You sell the "admiring looks on the faces of your friends when they see your kitchen sparkling like it was brand new and never used". Schwab also stresses the vital importance of giving people a real reason to keep reading your ad in the first paragraph. My own tests have shown that rewriting that key opening line can dramatically increase your sales. Prove It Schwab points out that most people will not believe what you tell them in an ad unless you prove it with facts, figures, testimonials , scientific proof and any other method you can devise. Even more important Schwab reveals a huge secret: while most prospects will buy for deeper emotional reasons they want to justify their purchase with hard facts. Proof also helps build belief in your prospect fueling those emotional desires to buy.
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How to Write a Good Advertisement
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