Advertising is nothing but salesmanship. We are selling for the masses. Therefore, it is important to find the mass desire that drives and motivates your buyers to pick up their credit cards and purchase your product and service. Once the mass desire is identified, the second step is to interrupt the pattern of your audience with a creative (image / Video) followed by a powerful claim. The claim should resonate with the prospect's mind. It should touch him at his point of awareness. Once this is achieved the copy starts. The copy convinces your prospect why he should buy from you. There are many techniques for a copy depending on the prospects' sophistication and awareness level. At the end of the copy a "Click to action" must be provided so that the prospect can contact you, book a meeting or directly purchase the product. This form of marketing is based on cumulative learning. The more we learn about the prospect the more likely to strive a market nerve. Once we strike the market nerve, then... Game over... You have won!!