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Advertising Should Be Simple. Do people really know what you sell? Do they understand what your Web site and your marketing material says? Or is it a lot of words that means nothing to anyone but you? The key to marketing success is to quickly and simply tell people - in plain language - what you do.

In Advertising Use Language That Your Customers Understand. Do not fall into the trap of thinking that complicated language will help build an image of professionalism and intelligence - people will just be turned off. The mark of truly effective advertising and marketing is the ability to convey complex issues to the audience in a manner that is interesting, relevant, meaningful, and easy to understand very quickly. Thomas Jefferson suggested that "The most valuable of all talents is that of never using two words when one will do" and this is a good advice for writing good advertising material.

Remember - Attention, Interest, Desire and Action. The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way. If you seek a response you must then move to create Desire, which relates benefits to the reader so that they will want them. Finally you must prompt an Action, which may be to call a telephone number or to complete and send a reply coupon. Advertising that does not prompt action is a wasted opportunity.
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