6) Product Wishes - Product Wishes should describe an "almost instant" gratification, effect or good feeling that your product will offer. It's short, direct and to point. Product Opportunity is stereotype of advertising. An example would be "Get our product and be King of Your Castle". Now we know there are few monarchs in home and more often than not it would be "Queen", but it portray a feeling no matter how ridiculous that this guy will be King of his Castle if he would only buy this product.

7) Product History - I would have to say that best way to describe meaning of "Product History" is "heritage" of product. Maybe your product has been around forever, then you would say why your product has been around that long. Your product may be brand new, then you would describe descendents of your product and how and why it progressed to your product. Note: Use either "Product History" or "Product Wishes", but not both, and do not confuse "Product Wishes" with "Product Benefit(s)". Product Wishes and Product History are a style of advertising not a list of benefits.

8) Miscellaneous - This part is simple. If it doesn't fit into a subject above put it here! Ideas, thoughts, or just about anything else!

Ok, now make you self a list of these headings. Then start by focusing on one subject. Give each subject lots of thought. This is not something you sit down and do in ten minutes. You may have thoughts about a subject at any time for days. Give yourself a week with Theme Sheet and every time you have a thought about your product list it on your theme sheet. A week later sit down take best from your list and start writing your advertising campaign. Save list, this way you can refer back to it, add to it and use it again.

Let’s take a look at a campaign run through Internet in a newsletter. I will use a recent campaign I ran in a sweepstakes newsletter, because it epitomizes difference in time frames between Internet advertising and postal advertising. I used a company in Sweden. The results poured in within first week. Even four weeks after mailing was done, more customers came from this one mailing! Composing advertisement took just as long as any other company. The testing, deployment, and results took about four weeks. Most Internet campaigns will finish receiving results in 9-10 days. The swiftness in which I could perform tests, allowed me to make changes to my ad copy and stay ahead of market. I was also able to personalize my ads with a far greater depth than through postal mail.

The benefit of Internet is quicker results from testing. The once yearlong campaign can now be tested and executed in as little time as two weeks via Internet! From day to day, market fluctuations change prices and debut new products. The Internet allows quicker rollouts of new products, along with faster dissemination of sales information, and Beta testing. The implications are enormous, but with all speed in world, we car drivers know patience is still needed on any highway. Traffic jams happen, and making rash decisions or turning a blind eye can cause serious physical and financial damage to ones' self and others. Time must still be taken to come up with catchy slogans, attractive graphics, and action driving descriptions of great products. Minus these elements, one could mail to 180 million people and be out of business in a few months.