Now, you might ask, what if there's no graphic that really describes what the account sells? What if you're dealing with a lawyer or a place that repairs transmissions? Both of these are hard to show graphically in a way people can easily recognize. So we suggest just simply putting the name of the product big at the top of the ad.

For example, when we conduct the Response Oriented Selling program on-site at newspapers, we run a free advertising seminar for the general business community to teach them some of the new skills we've taught their advertising representatives- -how to get a dramatic response from your advertising. We give our client, the newspaper that has hired us for that week, a simple ad to run to attract current and potential advertisers. The ad we use, shown on this page, has to attract people interested in response.

So instead of using pictures of money or a bar chart showing an increasing rate of response or another graphic that might confuse the reader more than anything else, we simply used the word "response" at the top of the ad, or more specifically "I didn't get a response from my ad!" This ad, as boring as it might appear, actually consistently brings in between 80 and 300 businesses, many of which end up signing up for advertising with the paper right on the spot. So don't hesitate to simply use the word that describes what they sell, and always remember, that just like the graphic, it should be big and at the top so it's the first thing they see.