Friendly communication builds a warm and lasting relationship with your prospect. People like dealing with people they like and won’t deal with people they don’t like so make them like you.

2) Tell your reader what’s in it for them.

Your readers are selfish. They really don't care who you are. They just want to know how you will improve their lifestyle.

Describe features of what you’re selling as benefits. Some benefits could be that they’ll save money, they’ll save time, they’ll be envied by their friends... list goes on.

Paint a picture of how your product or service will transform their lives. Spell it out.

3) Be as specific as you can

Include proven results and/or statistics. This adds credibility to your claims. If you talk about dollars or time frames, don’t use rounded off numbers. Specifics are more believable. eg. 98 (believe it or not) is more powerful than 100).

4) Use short sentences and words

5) Long sentences and words bore. Short ones have impact.

6) Use simple language

Your readers may or may not have same educational background as you do. A 'Rhodes' scholar will read simple language but someone who has a poor education won't read complex language. Scan your ad and replace every complex word with a simple one.

7) `Use word ‘you’

You’ll be amazed at difference this simple word makes. Your reader needs to directly relate to what you’re saying to want to buy from you. Using word ‘you’ involves them and interests them in your product or service. Minimise on words 'we', 'us', 'they' & 'I' and change your sentences around to use words 'you' & 'your'.

8) The more you tell more you sell

There is no right or wrong length of body copy. Your copy needs to be long enough to include every selling point you have. Every word should serve to enhance your selling message or your reader will get bored. Powerfully written long copy ads have been known to increase responses by up to 600%.

9) Avoid Brag & Boast

Don't tell your reader how you're biggest and best. It turns people off. They simply won't be interested. Tell them how your product will fulfil their needs.

10) Shout out your guarantee

If you have a guarantee spell it out. Your phone will ring twice as hot. A guarantee will make your credibility skyrocket and allay any fears your reader has of dealing with you. It will show your reader that you're willing to stand behind quality of your service 100%.

11) Include testimonials

A testimonial from one of your best clients will also boost your credibility and your results.

12) Mention price

If you're in a price focused industry and your business revolves around being cheaper than your competition, and you know your prices will stay same for 12 months, mentioning a price will significantly improve effectiveness of your ad.

13) Make your reader an enticing offer

Including an offer in your telephone directory ad will dramatically boost your responses. It gives your prospect a reason to call you ahead of anyone else.

If you can think of an offer that you can run for a full year, that's fantastic. If not, offer a FREE report or a FREE consultation.

Offering a FREE report filled with useful information relating to your product or service will have a great impact. The hard cost of producing a report will be nothing compared to added responses you'll receive. The report can be simple but it should be offer valuable tips that relate to product or service you offer.

Aren't there any other matters to consider in deciding whether to incorporate or not?

Higher administration costs to comply with company law, payroll and bookkeeping is one factor. Another issue is pension planning. Extracting profits out of company as dividends rather than salary means that there will be no "net relevant earnings" and therefore pension contributions can't be made. But advent of stakeholder pension plans has meant that contributions up to œ3,600 per year can be made without need for any earnings. If a person does not wish to transfer funds in existing plans into stakeholder because of high charges, there is a way out: best net relevant earnings (i.e. salary) in five consecutive years can be used for making contributions for next five years, even if there were no salaries in remainder four years. It is comforting to know that entitlement to basic state pension is not affected by taking a salary from company at level of a person's personal allowances i.e. œ4,615.

Furthermore, an individual may decide not to bother with pension plans and instead invest in ISA. Often, these can be more efficient than pensions but that's beside scope of this article. If that option is taken, no salary is necessary.

Another factor is business motoring. It might be tax advantageous for an unincorporated business that owns many cars not to incorporate because if these cars have some private use there will be benefits in kind taxed on users. These are generally higher than straight apportionment between private and business for all car running costs in case of sole traders.

The conclusion is that there can be considerable tax savings waiting sole trader who decides to go down road to incorporation. But, one needs to proceed with caution and careful planning. And don't forget biggest advantage of incorporation, which is Protection from Personal Liability. Incorporating is one of best ways to protect a business owner from personal liability. Shareholders of a company are generally not liable for obligations of company. Creditors of a company may seek payment from its assets, but not assets of shareholders. This means that business owners may engage in business without risking their homes or other personal property.

Thank you for taking time to read this Article. I hope you've found it useful. If you have, please drop me an email and let me know what you think.

You can email me at...

constantinesavva@accamail.com

Alternatively, you can visit our website at http://www.tax-accounting-london.info and read a series of other full length articles that present complete picture on a variety of interesting topics.

If you would like to know how to save tax and make sure that more of your hard earned cash stays with you to expand your business and increase your profits, we have a Free Special Report addressed to small businesses either starting up or already in business. This Exclusive Free Special Report is available automatically when you subscribe to our regular series of Free Newsletters on finance advice and tax planning by visiting our subscription area on our website www.tax-accounting- london.info. It is complied from real life situations dealing with small business tax affairs for over 10 years and it is loaded with down-to-earth advice and practical, understandable examples.

LEGAL NOTICE Whilst every care has been taken in preparation of this article, author cannot accept responsibility for any errors or omissions. Proper professional advice should be taken at all times.

We retain copyright for contents of this article. Any unauthorized copying or onward distributions are prohibited without our consent.