Any of these will reassure your client that you are in business and that you do good business. Like people, advertisements have personalities too. Using Facts This type of copy deals with reality. What it is, how it is made, what it does. Facts can be interpreted in different ways, and using some of the suggestions for headlines, use facts in an unusual way of thinking.
All good copywriters know the power of emotions.
Writing copy using psychological appeals to love, hate or fear has the greatest impact. This is a very popular approach. However, let me stress that mud-slinging should not be in your ad unless you have the money and backing to continue on with it. This approach should only be used if you have an identical product but have made something better or cheaper. Be warned though.