Which is where emotional factor kicks in. Who wants to be dropped? Isn't that like being in high school again and not wanting to be excluded from a popular group? Isn't there an eternal desire to belong?

With this appeal to my insecurities and ambitions, copywriters have forced me to think about my decision not to renew. I can't just make a 'business as usual' decision; it must be a personal as well as business decision. And when a message gets 'personal,' it demands more involvement from reader or listener. More involvement, in turn, means more attention to message, making it more persuasive.

If you sell, this idea won't come as much of a surprise. But, if you try to influence behaviors in other ways, you may wish to add emotion to your communication toolbox. It's something you do by getting 'personal,' by tapping into hopes, fears, or aspirations of those with whom you're communicating.

Of course, we must use emotion ethically and responsibly. If you plan to use it, step back and ask yourself how you would respond if someone else directed that kind of a message to you. That's always a simple but helpful litmus test.

Go back and polish it . . .

That isn't a bad start. Now we have something to work with. We're going to pare this down, punch it up, polish it and see what we have.

Don't you just hate it? Right in best part of story your cell phone dies. Now you won't have to worry about that happening ever again. Now you know you'll decide when story ends, not your cell phone. Find out more today.

Well, that isn't too bad but we still have to cut it down more and liven it up some.

Don't you just hate it? She was going to tell you . . . and your cell phone died! Don't put up with it! If you want to hear end of story every time -- find out more now! http://www.xyzphone.com

Can you see difference? The sentences are short and snappy. We've created interest. We've told her we're going to solve a problem for her but we haven't told her so much that she doesn't have to visit site to know what we're all about.

I've simplified this a little. Sometimes you have to write and rewrite a few times before you have exactly what you want. It may take a little time but end product will be worth it. You'll have an ad that will make people want to click on your link and learn more about your product. They arrive at your site already thinking you can solve an annoying problem for them. Your ad has done it's job.

And finally . . .

Okay, it's now time to go back and find a headline for this piece of art! Can you see that it's easier to create a headline now than it might have been at beginning? And . . . content of your ad is finished so that takes some of stress away.

Try out a few different headlines and choose one that you believe to be most magnetic. Put yourself in your ideal customer's shoes and imagine what would appeal to her most. You get idea, don't you?

Let's just pretend that we've made our list of possible headlines. We want one that is short, catchy and fits our ad. How about this one? "It was just getting good when ... or "Don't miss best part!" Then there's "Hang up when YOU'RE Ready!" Now you have lots to choose from and once you make your final choice you're finished. Or, are you?

Always, always, always proofread your copy . . .

There is nothing that will ruin impact of an ad quicker than errors in spelling, punctuation or grammar. You have to find all of errors and typos before you send that ad out! Don't just rely on spell check either. If you misspell a word it won't be caught if misspelling is actually a word - even though it wasn't word you wanted to use. For example, maybe you typed "hear" when you meant to use "here" - it won't be caught! Go over those ads with a fine-tooth comb or, better yet, have someone else read them too.

There you have it . . .

Now you know how to write copy that works. You can apply everything you've learned here (and hopefully if was a lot) to any ad you write. And don't worry, as with any skill, it gets easier with practice.

Just one word of warning . . .

Please do yourself and your business a favor and become familiar with FTC guidelines for advertising on Internet. Make sure you know them and that you follow them. You can't afford not to! Keep your ads and your web pages honest, cut out hype and half-truths ~ if you don't, you may not have a business to promote!

Now go out there and knock 'em dead! I'm expecting great things from you!