s who come up with great money-making inventions. They're struggling to raise their kids the best they can, and they face problems daily. Eventually, one problem becomes such a pain, they decide to do something about it and creaAll too often, copywriters create advertisements without thinking long enough about what's going on inside their prospects' minds.

• What are they thinking?
• What are their problems?
• What keeps them up at night?

These questions must be answered before you make any serious attempt at creating a direct response ad. Otherwise, you're shooting in the dark.

Let me give you a personal example. For a long time, I'd been thinking about a problem in multi-level marketing that makes it difficult to succeed. I had even thought of a way to solve this problem.

When I came across an ad that addressed my concern and even offered the solution I'd been thinking about, I was immediately ready to learn more. Why? Because whoever wrote the ad had entered the conversation that was already happening in my mind.

Just yesterday, my newspaper ran an article about moms who come up with great money-making inventions. They're struggling to raise their kids the best they can, and they face problems daily. Eventually, one problem becomes such a pain, they decide to do something about it and crea

at night? These questions must be answered before you make any serious attempt at creating a direct response ad. Otherwise, you're shooting in the dark.

Let me give you a personal example. For a long time, I'd been thinking about a problem in multi-level marketing that makes it difficult to succeed. I had even thought of a way to solve this problem.

When I came across an ad that addressed my concern and even offered the solution I'd been thinking about, I was immediately ready to learn more. Why? Because whoever wrote the ad had entered the conversation that was already happening in my mind.

Just yesterday, my newspaper ran an article about moms who come up with great money-making inventions. They're struggling to raise their kids the best they can, and they face problems daily. Eventually, one problem becomes such a pain, they decide to do something about it and crea

d been thinking about a problem in multi-level marketing that makes it difficult to succeed. I had even thought of a way to solve this problem.

When I came across an ad that addressed my concern and even offered the solution I'd been thinking about, I was immediately ready to learn more. Why? Because whoever wrote the ad had entered the conversation that was already happening in my mind.

Just yesterday, my newspaper ran an article about moms who come up with great money-making inventions. They're struggling to raise their kids the best they can, and they face problems daily. Eventually, one problem becomes such a pain, they decide to do something about it and crea

on I'd been thinking about, I was immediately ready to learn more. Why? Because whoever wrote the ad had entered the conversation that was already happening in my mind.

Just yesterday, my newspaper ran an article about moms who come up with great money-making inventions. They're struggling to raise their kids the best they can, and they face problems daily. Eventually, one problem becomes such a pain, they decide to do something about it and crea

s who come up with great money-making inventions. They're struggling to raise their kids the best they can, and they face problems daily. Eventually, one problem becomes such a pain, they decide to do something about it and create a product that solves their problem.

It just so happens that many other moms have this same problem. So when the inventor explains why she created the product, she has an instant audience that is ready and willing to buy. This is because many moms were already having the exact same conversation in their minds every single day.

To discover what your prospects are thinking about, visualize yourself in their situation. Imagine that you are living their life. Now imagine what they might be thinking.

Even better, interview your prospects. Ask them what is really on their minds. Ask them what problems they're facing and what keeps them up at night.

This is the secret to unlocking the hidden potential in any ad: discovering what your prospect is already thinking about on a daily basis. Start there. Then move them swiftly toward the sale.