We never want to position ourselves as salespersons. Instead, be an advisor or consultant who is helping to solve a problem. An assistant buyer.
When an advertisement or a promotion doesn't work as planned, you just got some important information -- what didn't work.
Customers love free offers, and the word "free" helps to get their attention so they will continue to read your ad or sales letter.
The customer's (client's, patient's) initial response to a marketing message is, "I don't believe you!"
A very common mistake in sales presentations and business communications is to take the viewpoint of "I" or "we" (the company), instead of "you" (the customer.)
A reader's name will always get their attention