Thanks to the longtime and often anonymous work from the folks at BtoB Online.

These guides will serve anyone working on getting a response message right for the audience it’s intended for.

• The successful ad has a high degree of visual magnetism.

• The successful ad selects the right audience.

• The successful ad invites the reader into the scene.

• The successful ad should promise a reward.

• The successful ad backs up the promise.

• The successful ad presents the selling proposition logically.

• The successful ad talks “person-to-person.”

• Successful ads are easy to read.

• Successful advertising emphasizes the service, not the source.

• Successful advertising reflects the company’s character.

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