Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves.

The best ads ask no one to buy. The ads are based entirely on service. They offer wanted information. They mention advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks.

People can be coaxed but not driven. Whatever they do they do to please themselves. Fewer mistakes would be made in advertising if these facts were never forgotten.

We learn that curiosity is one of the 
 strongest human incentives.

We learn that cheapness is not a strong appeal. People want bargains not cheapness.

We learn that people judge largely by price and admire expensive items or service.

When the actual cost of something is promoted, that can impress and attract attention and respect.

Personalization of communication and products often improves response.

An offer limited to a certain class of people is far more effective than a general offer to everyone.

Those who are entitled to any seeming (apparent) advantage will go a long way not to lose that advantage.

Providing the customer with a way to purchase something for free (such as a voucher) is more effective than giving it away for free.

People are naturally interested in a product or service when they know more about it and understand it.

Always maintain rapport with your customers.

An identical offer made in a different way may bring multiplied returns.

People will do much to cure trouble, but people in general will do little to prevent it.