Let's get right to it -

Imagine you’re sitting at a lunch counter, coffee shop, or bar minding your own business.

That's right. Your ad starts with an imaginary scene inside your head. Try to see it and hear it as clearly as possible, as it might actually go down -- we're snatching copy from reality here.

Someone sits down next to you. The waiter / waitress (or bartender) says "Hi, Mr. Hardy. Gee, you look a little down today."

And Mr. Hardy replies: "Yes, I am down. You see, I…" And he goes on to describe the exact problem that what you offer… fixes.

He has just identified himself as a prospect. When you're writing an ad, you must write to prospects -- people who are in your "target area".

To get the most out of this mini-lesson, stop reading right now...

... and spend one minute (that's long enough) writing, typing, or recording -

What did Mr. Hardy said?

How exactly did he describe his problem?

What you've done that, click Go To Next Page to continue...