1. Allow your prospects imagine you both have a
strong bond. A powerful way to bond with your
prospects is to tell them a secret in your ad copy.
Tell them the only people who are learning the
secret are the people who read the ad. This will
make them feel like they're included in a special
group of people. When you tell people a secret, it
makes them feel important and creates a strong
bond. It will also create trust and rapport. Example:
Please don't let anyone know I'm releasing this top
secret information to you...

2. Have your prospects to imagine that you believe
in them. People want other people to believe in them.
You should write your ad copy in a way that shows
you believe in your prospects to solve their

3. Allow your prospects imagine that you're leading
them to a better life. Most people like to be lead.
They often choose to be followers rather than leaders.
That is why it is important to use action commands
in your ad copy. Your copy words must become the
leader to get them to take action. Examples of action
commands: Order Now! Improve Your Business!
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