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The last thing you want is for a prospect to think how great your offer is then do nothing about it. ACTION is the final ingredient in a good ad that makes a sale. "I want one now, let me have it," "What a great price, I´d better get one while it lasts," "This widget is really going to make a difference to my business." That´s what we all love to hear and writing ACTION into your ads will create a desire to act now. In the category heading "Creating Urgency," we´ll look at ways to cause prospects to respond to your ads with action.