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People are spending money for advertising thinking it is one way to invite customers. They are trying everything from advertising in local newspapers to giving fliers to all the possible places. Yet, often times this advertisement doesn’t result to an assured return of investments nor even just provide a simple increase of customers. This reason leads people to seek answers on their questions on how advertisements would be efficient without costing them too much.

The key to an efficient advertisement is the message. The problem with advertisement most of the time is not the media used but the thing being used to advertise. Advertisements in Yellow Pages or whatever medium it is shouldn’t be done yet until you have figured out the right message to share to your listeners that would work effectively in your advertisements.

A grand opening line is how a great advertisement begins with. At all times, the first mental image (FMI) should be paid attention. FMI is important because it is what your targeted customers will see clearly in their mind. An opening line which doesn’t show instantly that it modifies such as “A huge, beautiful, wonderful…” is a bad advertisement compare to “A park- huge, beautiful and wonderful will soon be open.” The latter example allows customer to imagine your advertisement more and directly.

Avoid what most advertisements do, which allows flow of their advertisement up to one third of the script before revealing their FMI. It would be a lot better if you would just go direct to the point. Remove everything that takes place before the FMI to more easily captivate the attention of your listener.

Action words especially those that leave marks, are big. Use unusual action words. Don’t let anyone think that the advertisement is coming from a junior high poet with using too many adjectives/modifiers. Instead of using modifiers, bombard it with action words.

Editing of advertisement is another important thing. Editing should be done by other person, not the one who made the work himself. Your editor should be someone who would not spare how you feel but will say anything for the improvement of the work.

If FMI is important, the last mental image (LMI) is as important as well. To complete the mental circuit, you would want the LMI to ring back to the FMI. This would also allow a deeper embarking of the message into the mind of your listener.

Though one of the goals of your advertisement is to make your listeners/viewers/readers to imagine doing what you want them to do- taking action, DON’T USE the word “imagine” or other words which suggest the same meaning. Your purpose is to cause your customer to imagine and not to tell them to imagine. This can be achieved by:

• Starting with a stunning FMI
• Elicit voluntary mental participation
• Utilize unusual verbs
• Adjectives and modifiers should be use in minimum
• Make listeners to see themselves doing action
• End with a stunning LMI

Remember that industries are built and bestsellers are written not just by merely saying what you want to say but by saying it hot!