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Acceptance 5. Order 6. Saving 7. Honor 8. Idealism 9. Social contact. 10. Family 11. Status 12. Vengeance 13. Romance 14. Eating 15. Physical activity 16. Tranquility Not everyone has all of the above desires, of course. You may have one or more at any one time. Again, read Reiss's book for an explanation of each. For now, keep them in mind as you write your hypnotic ads. AD TURN-OFFS Keep these in mind when writing ads, too. The public has shown that the following are clear no-nos: 1. The ad contains vulgar language.

Before he died, I was able to thank David Ogilvy, and he even reprinted one of my ads in an O&M publication in which he was asked to name a handful of his favorite ads. I may have learned even more from Caples--such as writing 25 headlines, etc. I have probably read Caples’ books half a dozen times, and I learn something new every time. I am a Realtor, and long, story-ads are ideal for selling a house. After multiple visits to Caples’ books, I finally picked up on his suggestion that curiosity headlines are ineffective unless the headline carries the promise of helpful information.

Instead, they just guess and write ads offering what they think will work. More often than not, these ads fail miserably. Goode explains: "Another company spent hundreds of thousands of dollars advertising that raisins contain iron and are healthful eating. One day it, too, conceived the idea of inquiring into the customer's viewpoint. " Pretty amazing, isn't it? Most people who try to write ads simply don't take the time to find out what their target audience really wants. " You may be wrong. Research will tell you if you are on track.

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