When you are creating an ad to generate a desired result, it is sometimes not possible (or affordable) to tell all the rationale in the time or space allotted. Therefore, it is best to deliver a stimulus that says, "I'd be nuts not to look further into this." If you give them enough information to force a decision, they will - probably with insufficient information available to make a decision favorable to you.

Watch how you perceive ads, don't look for "how" it will deliver the benefits and claims, and how much. "How" is the searching to verify, in their minds, the truth. Then, they try to measure the possibility of the claims (risk) to the price (benefits + price = value). If you allow them to do it to you, you will be had. The goal is to entice them to go to the next step. Assuming that 1) coming by, or 2) calling you for either more information or an appointment being the better way to deliver the benefits.

The second value of this approach is that you will have the more serious types call or visit you. Thus, you will dedicate your time to those more likely to buy.

Cold calls, even if you have an enticing message, usually result in passive interest and take up a lot of time. But unless they were predisposed to want or need your wonderful product/service, you will waste a lot of time gathering a lot of frustration and disappointment from the eventual rejection. That's the difference with "call-in" prospects. They really are predisposed. The best way to elicit the, "I'd be nuts not to..." response is to deliver only the benefits in the ad.

If you are selling a commodity (known benefit and price) you need to stress the benefits of your "added values," not necessarily "how". If it's a clean cut, short message that screams, "The best price in town for green beans," it is better to add any other benefit. While having the best price is a benefit, price - as already stated - is easy to match and overcome by the competition. There are ads that consist of little more than 3 or 4 testimonials, with people delivering their own messages in their own words (their own voices). These are very effective in generating the desired response.

How many times have you heard such an ad and kept listening to see what it was they were selling that could deliver such great sounding benefits? Get to the next step!