you have done is boost your price 50% just so that you can advertise a 70% off price.   But if you tell them you can offer 70% off because the recent hailstorm caused some very slight damage to your product and you need to liquidate, people can now reconcile your great offer in their minds so that it makes sense and is believable.   Element # 4 - Unique Competitive Advantage   Why should your prospect do business with you over any of your competitors? Even those that have lower prices! Do you have a "wider selection than anybody in the tri- county area", or do you "deliver within eight hours after the purchase"?   Often your unique competitive advantage is the biggest benefit you can offer your prospects, so consider including it in your headline, bulleted copy, or your guarantee.   If, by chance, you dont have at least one unique competitive advantage, then youd better get one fast. Not having a unique competitive advantage with which to show value results in competing solely on price - and thats a losing proposition (unless you have a significant cost advantage). Element # 5 - Advertorial Style   Studies have shown that consumers read news articles seven times more than they do advertisements. It is said that the average consumer is presented with over 3,500 advertisements per day. We have become jaded to promotions and commercials.   Cloaking your ad in a news-style editorial format will not only pull more attention, but also banish incredibility (which is one of the major roadblocks to consumer response). "Advertorial" (advertisement - editorial) ads include compelling headlines, lots of informative, interesting text, quotes, and a judicious use of graphics.   The reason advertorial ads are so compelling is that people are tired of in-your-face sales ads and prefer the silent, soft sell of an authoritative news article.   Element # 6 - Compelling Headline   Your headline is the most important part of all the technical aspects of your ad. 80% of the success of an ad can be attributed to its headline. A powerful headline is either, (1) benefit-driven, (2) news-oriented, (3) curiosity-driven, or (4) how-to oriented.   The following is an example of each:   Benefit-Driven: "You Too Can Have a Slimmer Figure Without Dieting" News-Oriented: "Amazing New Formula Cures Arthritis Pain" Curiosity-Driven: "Are You Making These Deadly Hair Care Mistakes?" How-to Oriented: "How to Flood Your Business with New Customers for Under $50"