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People will generally only have an interest in the advertising copy in front of them if they feel it may be of some use or help to them. Solve the Problem Here is where you offer the solution to the problem readers are experiencing. Carefully explain how you can provide people relief from what they are experiencing. Only present your solution and remind people of how it will give them relief but do not make any sales offers just yet. Allow your reader to simply consider what their life would be like with their problem solved and do not pressure them into making any decisions at this point! Present your Credentials Using subtlety in your advertising copy simply explain to people who you are and why they should listen to you. Perhaps you have experienced these same problems in he past or have even worked with others, successfully to eliminate similar discomforts. In any case point out that it is the solution you have presented that was responsible for solving the problem. Show the Benefits Now you begin to focus more on the solution you have presented in terms of the benefits it offers. Visitors are now convinced you can relate to their situation and that you may even hold the answers to solving their dilemma. In almost every case your marketing success depends upon convincing people they need what you offer and reviewing your product benefits is a subtle way of doing so! Give Proof Presenting social proof in the form of testimonials always help to lend reassurance to anybody considering a change or purchase. It is a natural need for anybody making a decision to seek the opinions of others first. Offering positive testimonials will go a long way towards convincing a reader they need to have your solution. It is important to note that no sales pressure has yet been applied and that page visitors are merely considering a purchase based upon merely the information you shared! 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