Make sure every ad makes four essential sales: Whether
your ad campaigns are trackable and especially when they’re not, it is
absolutely essential to make certain that every ad you pay for
accomplishes four essential missions:

A. It must create or intensify your prospect’s desire for the type of
product you’re selling by presenting the benefits it will bring to his or
her life …

B. It must convince your prospect that the key benefits your
product provides are unique and therefore unobtainable from any
competing product …

C. It must leave your prospect feeling that it is urgent to buy the
product as soon as possible …

D. It must compel your prospect to action – to purchase your
product at the earliest opportunity.