If you spend money advertising your local business this is for you. With 22 years in direct marketing and advertising experience; advertising copywriter Jamie Sylvian takes you step by step through the best ways to get maximum value for your advertising spend. Adverts are expensive, but you can maximise their effectiveness for getting real business through the door by simply following this step by step guide. Jamie starts by showing you the kind of advert companies across the country use right now. He explains what’s wrong with it, and then reconstructs a powerful, attention grabbing advert in the same advertising space, to show you how to massively improve your advertising results. Follow this guide and you’ll soon be paying the same price for your advertising but getting infinitely more value from each one. These strategies work in all kinds of hard media markets, newspapers, magazines, directories and even flyers and posters. So, what’s in the guide?: SMART AD WRITER TIP #1 - Be careful of not seeing an advert how your prospect sees it. You understand your business, in and out. But your prospect doesn’t. An advert must speak to him and about him. Tip 1 shows you how. SMART AD WRITER TIP #2 - Wasting PRIME selling Space – You have to know where the prime selling space of an advert is (it may surprise you) and make the best of it to maximise responses. We’ll show you how, the easy way. SMART AD WRITER TIP #3 - Using pictures for the sake of it. So many companies make the mistake of adding graphics almost as an afterthought. They are important for many reasons, we’ll talk you through each and give you some places to go for professional quality pictures for a couple of £/$. SMART AD WRITER TIP #4 - Is your advertising cursed with cleverness? It’s the easiest way to kill an advert, so we look into it in detail and make sure your ads sidestep this easy mistake. SMART AD WRITER TIP #5 - Making your prospect THINK too much. Overcomplicating an ad is something a lot of businesses do. We show you how to make the offer simply and effectively every time (it’s a formula you can copy each time). SMART AD WRITER TIP #6 - Credibility. How to get people to believe you’re the best solution to their problem isn’t always easy, until now. It’s all about credibility, and how to pack it into your ad. SMART AD WRITER TIP #7 – Proof. People don’t care how good you say you are. They do care how others see you though, so we’ll go through social proof too. Add this element to your advert and see results improve. SMART AD WRITER TIP #8 - No urgency to respond. What happens when you invite an old friend to drop by ‘some day’?....You’ll probably never see them! - But if you said drop by on Friday at 6pm, then chances are they would be there. It’s how you say it that counts when you want action, we’ll cover that on tip #8 so you get the response you need, when you need it. SMART AD WRITER TIP #9 - You’re not telling them WHAT to do.... Ever wondered why so many websites have a ‘click here’ button, and TV ads say CALL NOW!....it’s because tests show that without a clear requested action, people don’t act at all. Getting this technique alone into your advertising could ramp up responses immeasurably. SMART AD WRITER TIP #10 - Covers each part of an advert to check before going to the print room. Remember, you’re paying for the space an advert takes up on a page so it makes sense to get the best return you can for your money. Make sure to print out this handy guide and keep it by your PC the next time you are writing an advert for your business. Look out for other guides reports and step by step tutorials from AdMan, Jamie Sylvian.