- Know your buyer. Her reservations or concerns. And what information he wants. Make sure your advertising addresses both.

- Present your sales argument clearly and concisely. Cover all the features and benefits. What you say is more important than how you say it. Substance is more important than style.

- Consider longer format media: Web site, video, brochures.

- Organize your sales story -- whether in a brochure, ad, video or Web site -- with a “summary” as well as “all the details.”

> How to get people to think.

> How to get people to act.