(Deal with known concerns - It makes your offer more believable.)

As you can see from above examples, here’s bad news: Writing without exclamation points requires more ad copy. (I call that bad news because for person trying to write ad, it seems like more "work".) In fact, when I re-work an ad that is riddled with !!!!’s, sometimes ad winds up being 3 times longer than before.

THE GOOD NEWS

The good news is that longer ad copy is necessary to make point and to make sale, and it maximizes your chances of success.

If you’re still not convinced: Have you ever noticed that on your favorite television sitcoms you never notice laugh-track? ...That’s because you’re laughing at same time. On really BAD sitcoms, laugh-track can drive you crazy with its inane guffawing after every line. That’s because lines aren’t funny, so canned laughs feel forced and remind you how bad show really is.

The same goes with exclamation points. When they naturally follow an unusual or strong statement, you don’t even notice them. But when they follow sentences that just aren’t convincing or exciting, they seem forced and actually DRAW ATTENTION to fact that ad doesn’t seem genuine or effective.

The internet community is an intelligent, educated bunch. They’re more likely to read U.S. Weekly than The National Enquirer. They won’t be sold by empty hype and incomplete explanations. In addition, a good percentage of them have been taken advantage of through internet before. They’re wary - and for good reason. Using too many exclamation points is sign of an amateur, and people want to deal with professionals.

So go forward, be fruitful, and un-multiply. (Your exclamation points, that is!)

1) What exactly is benefit of your product or service? 2) How will you go about making this benefit work for them? 3) Why is your product/service more successful than others?

As soon as you have prospect's attention (A job in itself, but headlines are another story), tell them benefit (your product or service) that you provide.

Keep it clear, easy to understand, short and to point. Describe your service or product in such a way that there is no mistaking yours will make difference.

Offer proof of competence, experience and testimonials. Don't over do it. Just a little invites interest, too much invites suspicion.

To turn a prospect into a customer you must make them an offer to good to turn down, but not to good to be true. Then show them how to respond to offer.

There are two ways to get response; hard and soft response request. The difference between them is commitment you require from them. A hard request might mean that they must commit to speaking with a representative or even committing to product or service at that time. A Soft Response on other hand could mean getting a free brochure.

The value of each response differs as well. The CPP (Client Per Prospect) Rate is much lower from a Soft Response Request than a Hard Response Request. The way you decide to go will depend on your circumstances. Direct sales should always close with a Hard Request, whereas a department store would work better with a soft response. You must decide on your best Response Requests.

Gaining response is what we call activating your prospect.

Important rules to calling a prospect to action: 1) Be Prepared and know answers. 2) You must show, tell and/or demonstrate to prospect what he/she hey are buying. 3) You must make an offer that is too good to be ignored.

A few techniques used in activating a prospect: 1) The "Free Sample" 2) The "Great Introductory Deal" 3) The "No-Risk Offer"

In Closing:

My goal here is to merely show you possibilities that await you. These are just a few ideas to help you along in process of gaining response.