Effective advertising is a highly important part of the success of your business. To be truly successful, you must be totally confident in your service. If you aren’t then people will pick up on this instantly and you will get poor results.

People who believe in their service, knowing that it helps people and is important naturally do everything with enthusiasm. Readers of your sales messages pick up on the enthusiasm and are effected positively by it.

If you don’t have enthusiasm for your service you should do some re-evaluating. Find out why you are lacking enthusiasm and look at any changes you can make to be more enthusiastic.

Here are some basic guidelines to use when writing your advertising messages. They may not apply to every form of advertising you use but are quality guidelines that can improve the response you get.

*Transfer ownership and make your advertising messages more personal. Use the words “you” and “yours” as often as you can (while still reading well). After writing your advertising message count the number of times you say “you” and “yours”, it should be twice as often as “we”, “us” or “our”.

*Don’t use ALL CAPITALS in the text of your sales message. It slows people down and annoys them. Use bold instead.

*It is easier for people to read shorter words and sentences.

*Use testimonials. You can write or email your past clients and ask them to rate your service. By posting these comments in your sales materials it adds to your credibility. Especially when your potential clients can relate personally to the comments in the testimonial.

*Write your message as if you are talking to a friend. Keep everything simple and easy to understand. Read your letter aloud after and see if it sounds like you talking.

This simple advice can greatly help the effectiveness of your advertising.