for getting your audience to read your ad. The first step is to attract your readers attention with an exciting graphic. Step two is to pull them into your ad with a gripping headline, and the third step is to persuade them to take action with your copy. A good graphic can attract the attention of your prospect and draw them in to your message. However, a common mistake advertisers make is to add graphics that overpower the copy, leaving little space to tell their story. Although a picture is worth a thousand words, it can also be interpreted a thousand different ways, sometimes causing confusion.   Graphics should draw attention and add to your message. Exciting graphics showing action are always an eye pleaser. Including someone in your graphic from the target market youre trying to reach, actively using your product or service, is also a good choice that will add to your message.   Element # 13 - Accountability   Small businesses dont have a lot of money to spend on advertising and, therefore, must hold their advertising dollars accountable. Without knowing what ads are pulling better than others, you could be wasting a lot of money.   To avoid losing money, you need to track the response rates of your ads. Instead of asking your customers where they heard about you, get definitive proof by implementing a process by which you can track your ads.   For instance, using a separate phone line or extension number for specific ads can help you determine the source of the inquiry. Another tactic may be to use a unique landing page on your website for different promotions. If youre using lead generation by direct mail, tell the recipient that they need to bring the mailer in to take advantage of your offer.   If you are using radio or television as your primary medium, offer the audience a special report (whether it is a paper report, an audiocassette, or a video). This will not only help you track your response rate but give your prospect a good reason to respond.   Conclusion   As you track your ads, keep the best-pulling ad as your "control" piece. Vary the different elements of the ad to determine if your new ad pulls better than your control ad. If it does, make that ad your new control ad.   Although none of these elements alone can guarantee a successful ad, the combination of these elements will increase the potential for your ad to be a solid winner.