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If you have read my manual 'The Secrets Uncovered: How To Write Headlines That Could Make You A Fortune', you will recall that every ad should follow the AIDA formula: 1. You see, getting their attention is only part of the job. I have a more effective way of getting attention ... the right kind of attention that will generate interest in what you have to sell. The secret is: Make your ad look like a news story! Don't make it look like an ad. Article: If you have read my manual 'The Secrets Uncovered: How To Write Headlines That Could Make You A Fortune', you will recall that every ad should follow the AIDA formula: 1. Get Attention 2. Generate Interest 3. Create Desire 4. Call for Action The problem is that most ads just aim to get distinction by using bold or unusual graphic gimmicks. It is a bit like walking up to a customer and grabbing them by both shoulders, staring them in the face, and shaking them. I suspect you'll get their debate but will they buy? You see, getting their bugging is only part of the job. I have a more effective way of getting cognizance ... the right kind of eager attention that will generate interest in what you have to sell. The secret is: Make your ad look like a news story! Don't make it look like an ad. Don't use line art. Don't use arrows, cute graphics, reverse type, (except maybe to highlight a phone number), weird typesets . . . Or some else that might win an condemnation for graphic design! Come closer and listen. Here is how to think most your newspaper ads. Think close to what could be the best possible piece of luck you could have. Think within reach the reporter who heard a rumour touching your product or service and decided to certificate of deposit it out. And then he fell in love with it. In fact he loved it so much, he went back to his PC and wrote a full page rave staple well-nigh what you are selling. Wouldn't that be great? But it's unlikely to happen just like that, So . . . You be that reporter! You write the 'rave' regard just like a reporter would. And at the end of the article, you perform a 'public service' for your readers by telling them where and how to order. Having done all this, please don't waste it all by having your 'article' typeset to look like an ad. No! No! It should be typeset to look like the determiner it is. You know, ad agencies just love to quote studies that prove how much people love to read advertising. Rubbish! Rubbish! Rubbish! Editorial material (or material that appears to be editorial) gets 500% more readership than material that is obviously advertising. If you don't prefigure me, just flick through the pages of your newspaper and take notice of where you eyes are drawn. I'll wager that it's not to the ads.
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