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Tom Collins (not the drink, the legendary direct marketing guy) has a 10-point formula for writing a winning ad:

1. Flag and snag the prospect.
2. Identify the product or service.
3. State or imply the problem.
4. State or imply the benefit.
5. Strengthen the verbal with the visual.
6. Invite reading with typography.
7. Build brand recognition and trust.
8. Don’t hold back the Web site’s best sales points.
9. Include outside recognition if possible – awards, reviews, testimonials.
10. Encourage and reward response and involvement.

Source: Direct, 10/15/2005, p. 78.

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