Why Advertising Doesn't Work? Part 4
 The Characteristic Of Your Prospects In Advertising

I want to summarize the characteristics of your prospects in advertising.

I have discussed them previously, but I thought it will be clearer if I list them down below:

They are selfish. 

They are not interested in you or your offer. They are ONLY interested in "What's in it for ME?"

They are defensive. 
They think that you are trying to sell them and they tell themselves don't be sold!

They are skeptical. 
They don't trust you. Everything appears to be a scam to them.

They are busy. 
Don't expect them to surf your website. If you can't arouse their interest immediately, they'll leave.

They are lazy. 
If things don't appear easy enough, they'll also leave!

They don't need your product/service. 
Even if you manage to bypass the 5 issues above and gain their attention and trust, it is still possible that they may not need your product/service at the time when they see your ad.

Keep these characteristics in mind when you design your ad. Make sure that your ad has ways to overcome these challenges. 
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