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	<title>Blog &#124; Summit Marketing &#187; Advertising</title>
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		<title>So What?!</title>
		<link>http://www.summit-marketing.com/blog/so-what</link>
		<comments>http://www.summit-marketing.com/blog/so-what#comments</comments>
		<pubDate>Wed, 29 Oct 2008 23:05:19 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=395</guid>
		<description><![CDATA[One of the key things that anybody looking to market online needs to have an understanding of, or the ability to write, is good copy. In fact you can easily make a good living doing nothing but writing copy that sells.
One of the best tips I have heard about ensuring you are writing good copy, [...]]]></description>
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		<title>In Conclusion&#8230;</title>
		<link>http://www.summit-marketing.com/blog/in-conclusion</link>
		<comments>http://www.summit-marketing.com/blog/in-conclusion#comments</comments>
		<pubDate>Wed, 22 Oct 2008 17:00:48 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=336</guid>
		<description><![CDATA[This is the final part of our series on effective advertising, if you missed part eleven you can check it out here: “Takeaway Selling To Increase Urgency”
Great copy is made, not born. It is derived from proven test results designed to do one thing and do it well: sell.
Effective advertising doesn&#8217;t always use &#8220;grammatically correct&#8221; [...]]]></description>
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		<title>Takeaway Selling to Increase Urgency</title>
		<link>http://www.summit-marketing.com/blog/takeaway-selling-to-increase-urgency</link>
		<comments>http://www.summit-marketing.com/blog/takeaway-selling-to-increase-urgency#comments</comments>
		<pubDate>Mon, 20 Oct 2008 17:00:27 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=332</guid>
		<description><![CDATA[This is part eleven of our series on effective advertising, if you missed part ten you can check it out here: “The Structure Of AIDAS”
When you limit the supply of a product or service in some way (i.e. takeaway selling), basic economics dictates that the demand will rise. In other words, people will generally respond [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>The Structure Of AIDAS</title>
		<link>http://www.summit-marketing.com/blog/the-structure-of-aidas</link>
		<comments>http://www.summit-marketing.com/blog/the-structure-of-aidas#comments</comments>
		<pubDate>Fri, 17 Oct 2008 17:00:13 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=328</guid>
		<description><![CDATA[This is part ten of our series on effective advertising, if you missed part nine you can check it out here: “Write To Be Scanned&#8230;”
There’s a well-known structure in successful sales letters, described by the acronym AIDA.
AIDA stands for:

Attention
Interest
Desire
Action

First, you capture your prospect’s attention. This is done with your headline and lead. If your ad [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>Write To Be Scanned&#8230;</title>
		<link>http://www.summit-marketing.com/blog/write-to-be-scanned</link>
		<comments>http://www.summit-marketing.com/blog/write-to-be-scanned#comments</comments>
		<pubDate>Wed, 15 Oct 2008 17:00:33 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=325</guid>
		<description><![CDATA[This is part nine of our series on effective advertising, if you missed part eight you can check it out here: “The More You Tell, The More You Sell”
Your layout is very important in a sales letter, because you want your letter to look inviting, refreshing to the eyes. In short, you want your prospect [...]]]></description>
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		<title>The More You Tell, The More You Sell</title>
		<link>http://www.summit-marketing.com/blog/the-more-you-tell-the-more-you-sell</link>
		<comments>http://www.summit-marketing.com/blog/the-more-you-tell-the-more-you-sell#comments</comments>
		<pubDate>Mon, 13 Oct 2008 17:00:27 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=322</guid>
		<description><![CDATA[This is part eight of our series on effective advertising, if you missed part seven you can check it out here: “The Headline”
The debate on using long copy versus short copy never seems to end. Usually it is a newcomer to copywriting who seems to think that long copy is boring and, well…long. “I would [...]]]></description>
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		<title>The Headline&#8230;</title>
		<link>http://www.summit-marketing.com/blog/the-headline</link>
		<comments>http://www.summit-marketing.com/blog/the-headline#comments</comments>
		<pubDate>Fri, 10 Oct 2008 17:00:21 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=319</guid>
		<description><![CDATA[This is part seven of our series on effective advertising, if you missed part six you can check it out here: “The Unique Selling Proposition (USP)”
If you’re going to make a single change to boost your response rate the most, focus on your headline (you do have one, don’t you?).
Why? Because five times as many [...]]]></description>
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		<title>The Unique Selling Proposition (USP)</title>
		<link>http://www.summit-marketing.com/blog/the-unique-selling-proposition-usp</link>
		<comments>http://www.summit-marketing.com/blog/the-unique-selling-proposition-usp#comments</comments>
		<pubDate>Wed, 08 Oct 2008 17:00:38 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=314</guid>
		<description><![CDATA[This is part six of our series on effective advertising, if you missed part five you can check it out here: “Incoporating Proof and Believability”
Also known as the unique selling position, the USP is often one of the most oft-misunderstood elements of a good sales letter. It’s what separates your product or service from your [...]]]></description>
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		<title>Incorporating Proof and Believability</title>
		<link>http://www.summit-marketing.com/blog/incorporating-proof-and-believability</link>
		<comments>http://www.summit-marketing.com/blog/incorporating-proof-and-believability#comments</comments>
		<pubDate>Mon, 06 Oct 2008 17:00:57 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=299</guid>
		<description><![CDATA[This is part five of our series on effective advertising, if you missed part four you can check it out here: “Pushing Emotional Hot Buttons…”
When your prospect reads your ad, you want to make sure he believes any claims you make about your product or service. Because if there’s any doubt in his mind, he [...]]]></description>
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		<title>Pushing Emotional Hot Buttons&#8230;</title>
		<link>http://www.summit-marketing.com/blog/pushing-emotional-hot-buttons</link>
		<comments>http://www.summit-marketing.com/blog/pushing-emotional-hot-buttons#comments</comments>
		<pubDate>Fri, 03 Oct 2008 21:44:30 +0000</pubDate>
		<dc:creator>Stefan</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Internet Marketing]]></category>

		<guid isPermaLink="false">http://www.summit-marketing.com/blog/?p=294</guid>
		<description><![CDATA[This is part four of our series on effective advertising, if you missed part three you can check it out here: “Emphasize Benefits, Not Features…”
This is where research really pays off. Because in order to push those buttons, you need to first know what they are.
Listen to this story first, and I’ll tell you what [...]]]></description>
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