The most important aspect of any business is selling the product or service. Without sales, no business can exist for very long.
All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.
Generally, the “ad writer” wants the prospect to do one of the following:
Visit the store to see and judge the product for himself, or immediately write a check and send for the merchandise being advertised.
Phone for an appointment to hear the full sales presentation, or write for further information which amounts to the same thing.