Brilliantly clever advertising executives often come up with ad campaigns that dazzle viewers. Viewers may be dazzled, but whether they can discern what is actually being communicated in ad remains to be seen.

When considering how you want to phrase your advertising copy, don't tailor message to what would impress you. Tailor message to what would sell to everyone.

The fact is, most people only read, listen, and watch advertising with a tiny percentage of their brain. When I'm watching TV and it comes time for advertisements, I usually head to kitchen for a handful of M&Ms. But I can still hear TV.

The human brain takes in everything that goes on--sights, sounds, feelings--so whether your viewer is consciously paying attention to your message or not, some level of their psyche is taking it in. But whether your message is stored away in long-term memory depends on clarity of your ad.

I don't remember things I don't understand. No one does. So your advertising will only make a long-term impact if message is clear. Otherwise, it will be forgotten within minutes.

That is why it is important to keep your advertising copy as simple as possible. One of top two reasons marketing fails is because ad isn't clear.

Here are some imperative tips to keep in mind when writing and designing your ads:

1. No jargon. Many advertisers make mistake of using their own industry jargon and buzz words when writing their ads. As much sense as they make to themselves, they may not be making a bit of sense to common consumer.

It's no wonder that sometime ago, Ted brainstormed a single headline for a newspaper advertisement, and it successfully pulled in over $75 million in sales over a period of several years. It's also no wonder that he achieved almost $25 million in direct mail sales of one of his books, and he is often called 500 Million Dollar Man, having successfully marketed over $500 million worth of products in 49 different industries.

Does Ted Nicholas have magic touch? No, but what he does have are magic words.

Ted claims that you are only 17 words away from making a fortune. He's convinced that his book, "Magic Words that Bring You Riches," will enable you to earn several hundred thousand dollars a year.

The book's promise was too fantastic to resist. So I finally got a hold of it, and after I read it, I truly wondered why it took me so long to find this amazing book.