We know through neuroscience and decades of psychology research the brain works in predictable ways. If you understand this you will know why people do what they do and why they buy what they buy. Make sure you have these components in all of your marketing whether, an ad, brochure, web site or sales letter.

1. Interrupt
• You must first get the attention of your target market. This is done by hitting their hot buttons, something that is relevant and important to them. Typically this is done with an emotionally charged headline (or the first spoken sentence).
2. Engage
• The next step is to compel your prospect to keep paying attention. This is simply done by letting them know that they will get information to help them make a decision.
3. Educate
• Provide your prospect the specific, relevant information so they know you can solve their problem. You need to build your case to give your prospect confidence they can make a good decision.
4. Offer
• You simply need to encourage the prospect to take the next step in the buying process. The next step could be getting more information or taking a specific action such as coming to your store. The key is to make it easy to take the next step.

Get their attention on an emotional level, appeal to them in a rational and logical way and make it easy for them to take the next step.