Writing The Body Of The Ad

All your hard work in developing benefits will now pay you back, because this part of the ad should just about write itself.

1. Take the benefits you've put on individual cards or sheets of paper, and arrange them in order of importance to the person you are trying to sell.

2. Check your design model, and see how much room you have for copy.

3. Within your space limitation, put as many benefits as will fit, using a n small box, • bullet, or / check for each. This is the "telegraphic" style and gives a feeling of importance and urgency to your ad:

• Lets you write incomplete sentences.

• Gets the most benefits in the fewest words.

Continue reading here: Yellow Pages As A Mirror Of A Market

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