Part 2
Sensitivity:
At what point do you oversell? At what point does your prospect feel satiated and demand not more selling,
but the blessing to acquire your product?
This is done through your own intuition and empathy.
There is no formula upon which you can rely to tell you that the architecture of your ad is complete.
You must leverage and harness your experience to develop an eye for this point of fullness.
Momentum:
Draw your reader in deeper and deeper into your ad by building momentum.
You do this by phrasing your ad to build momentum, such as
- “This is how”
- “Listen.”
- “This is only a sliver of the possibilities.”
- “Now the time has come”
- “This is the moment you’ve been waiting for.”
All these phrases call the prospect to action, to dive in deeper, to participate in the incredible journey you are offering,
to be part of something fantastical, acquire that which they have always desired.
Build momentum, and your prospect will desire nothing more than to hop on the ride.