seen by your target market. Running the worlds best radio ad for your retirement planning services on a local hip-hop station wouldnt be a good idea.   Find out what your target market likes (e.g. sports, cooking, business), where they like it (e.g. car, home, airport), and how they like it (e.g. newspaper, magazine, radio). Until you know this information, you cannot make smart choices about ad placement, and youll likely end up wasting a lot of your hard-earned dollars on ads that dont even get seen by your target market.     Element # 2 - Focus on Your Objective   Youll never get what you want if you dont know what that is. This is true for your personal goals and also your advertising efforts. You must have a specific objective for your ad if you want people to act. Is it to call your office, come to your store, or go to your website?   Whatever your objective is, gear all the elements of your ad to persuade consumers to fulfill it. Suppose you want readers to call your toll-free telephone number, then your call to action should be "Call our toll-free number now!"   If you include a testimonial, have your endorser say something like, "When I made a call to their toll-free number". Or, you might include copy that says, "One toll-free phone call can change your life forever."   Multiple objectives will confuse your prospect, and when people get confused, they usually do nothing. Element # 3 - Irresistible Offer   If you have ever seen the Ginsu knife infomercial, you have witnessed the anatomy of an irresistible offer. Not only do you get the set of Ginsu knives, but also you get the "magic shredder", the "never-dull chopper", and the "easy egg-slicer."   BUT thats not all - you also get the "2-in-1 blade sharpener", and if you order in the next 10 minutes youll also receive a second set of Ginsu knives! Now thats an irresistible offer. Who could resist all these bonuses for the price of one set of Ginsu knives?   The secret to constructing an irresistible offer is to add valuable bonuses and extend risk- free, easy-to-pay terms. Continue heaping valuable bonuses on your customer until they throw up their hands and say, "OK, I give!"   One last thought about your irresistible offer: sometimes you can make your offer so irresistible that it appears to good to be true. Always give a reason for why you can make such a great offer. This will add credibility to an incredulous ad.