Most successful advertisements are not just a statement of what you have for sell.  Occasionally they are, if you have a product or service that everyone wants, but most of the time successful adverts are a lot more than this.

So if you think of a man on the market square, selling fruit, he might well shout out, “Get your apples, bananas, pears.”  But he might go further and stress the price, or the quality.  Suddenly we have moved from the simple statement, to the emphasis on how good his prices are.

There are in fact six common ways of selling, and some are a lot, lot more successful than others.  In this section we explore why, and what you can do to make your adverts more successful.

The six ways
Explaining the terms: “free”, “open questions” and “quirky”
Why so many adverts don’t bring in the expected sales.