When? NOW! Good advertising hits the prospective customer as hard and cleverly as possible; the object being to get the prospect to immediately act on the advertising's offer, deal, incentive and time limitation. No one paying for quality advertising wants to allow the prospect time to 'cool down' after receiving the advertising message. Buyer's hesitation and remorse is the undoing of many a good ad. A sense of urgency must be communicated to the buyer, so strong that the buyer will fear that he or she will loose out on a good deal if they don't act.
Why? Why would anyone want to buy your product? Is the product a time-saver, an investment bargain, something that will make men handsome, women beautiful and children intelligent? Advertising tells the world that your product is the best at what it offers or does. (Please, though, let's be able to back up and prove the advertising claims.)
