Rule #7

Any advertisement will be successful if you give away a free tool set.

This rule underscores the need to provide something of value to the customer. This means creating a benefit so compelling that potential customers feel they can’t afford to miss out.

The ‘tool set’ in this rule represents something tangible to your audience. Don’t say “Call for more information,” instead say “Call now to learn how [product or service] will save you 10 hours per week.” You need to be clear about what a prospective customer will gain from performing a specific action.