One of the questions potential customers may think about while reading an ad is "Can I really justify this purchase?"

If you don't resolve it, then you will give the potential customer the excuse to "think about it" and, of course, never buy.

Somewhere in your ad, you should resolve any objection by providing some justification to the purchaser. Sometimes it's just saying, "You deserve it."

Other times you might have to justify it in terms of savings, health reasons, recognition or dozens of other reasons based on the wants and needs of your prospect.

The higher the price point, the more need there is to justify the purchase.

The lower the price point or the more value the price represents, the less you have to justify the purchase.