What should I should include in my advertising message?

AIDA is an acronym for Attention, Interest, Desire, Action ... as a general rule of thumb, every ad or promotional activity should have these four elements. (Of course, there are exceptions to every rule!) ...
  1. Does the ad grab viewer/reader/listener attention?
  2. Does the ad hold viewer/reader/listener interest?
  3. Does the ad develop viewer/reader/listener desire to do something?
  4. Does the ad provide a clear path to action by the viewer/reader/listener?
(Note: a business plan or executive summary is a form of advertising ... it is intended to "sell" the reader on the viability of the business.)
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