Control the Environment

The environment you choose is created in both the graphic elements and the ad copy, but especially the ad copy by the way you phrase your words and your choice of words.

The environment is critical in getting a prospective customer into the buying mood.

To create that environment, you attract the customer's attention and then you've got to get the potential customer to read the first sentence by making it so simple and so compelling that the reader cannot help but read it. And the next sentence and then the next.

And while the reader is reading, you are creating an environment.

Remember, every word has an emotion associated with it and tells a story.

Get the reader well into your ad copy as you create an emotional bond.

Your layout and the first few paragraphs must create the buying environment most conducive to the sale of your products.