When creating the "perfect ad," in addition, to a great "grabber," an eloquent justification of why you can offer such a good deal and an eye- catching P.S. - there is a component that can make or break the response rate to an ad. It's called the "Call to Action."

There are two parts to this critical aspect for a effective ad. But, let me start out by saying that this kind of advertising is strictly for "direct response" ads. That is, one from which you want a direct and immediate response.

The "other" kind of ads are "image enhancing" ads and have a different purpose - primarily for commodities.

The "Call to Action" in direct response ads is responsible for one third of all inquiries. The first part is the directing them as to exactly what you want them to do, and when to do it.

"Call today, ask for Susan, and get your free report- call (212) 777-7777 Today!"

Depending upon whether your desired response is a phone call or a visit, the second part of the "Call to Action" has been already alluded to in the sample. Give them free information from a third, neutral party that will "help you make an informed decision that will save you time, grief or money."

The consequences of not getting your report have to be painful to them, so load it up. Obviously, the report needs to be both truthful and beneficial to your sales. "Call to Action" becomes "Next Step Marketing," as fully described elsewhere in this manual. You need to maximize all aspects of your ad in order to maximize your "actions."