It`s true. All advertising must in some way appeal to the reader`s emotions or desires or the ad has failed. Spend time evaluating the prospects you are targeting and discover what will appeal to them. Think of it as an "itchy" spot, if you like--and scratch it!

As you begin to understand more about writing advertising copy, you`ll learn all good ads are written based on a formula commonly know as "AIDA." Not sure what AIDA is? Check out this week`s tip...

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