What to Write in Your Ads

If you want to grow your business, don’t target age, sex, income or education.

Target according to buying motives.

The question isn’t, “Who is my customer?” but rather, “Why does my customer buy my product? What does it do for him or her?”

The answers to these questions will tell you exactly what to write in your ads.

Roy H. Wiiliams, The Wizard of Ads