I know that it should get people to understand where they are at present and where they could be. But how do you do that? Let me give you an example in regards to women and make-up.
For women it will talk about how aging has changed their beauty (maybe more lines on her face). Then it will show them how they could look if they used a particular type of makeup. In fact what it did was create what I call ‘a tension for change’. This tension is all about creating an unpleasant thought in the mind of the woman about how much better she could look if she bought their product.
Can you create a ‘tension for change’ with your advertising, and then provide hope for a better future for the readers of your ads?
If not, why are you advertising?
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