Charts may make good copy, but does your ad tempt prospects to read them?
Have you got a clear price advantage over your competitors for the exact same service or better? If so-and if you can carve out some extra room to work with in your sales letter, ad, brochure or Web site-you can't beat an old-fashioned comparison chart to illustrate that point effectively.
That approach is not lost on Ann Kelsey, who runs Medical Collections Unlimited in Atlanta. Her sales letter features a comparison chart that makes the salient point (that is, she's cheaper than most collection agencies), but the letter needs to better provoke prospects to read the chart.
Continue reading this article -- and everything on Entrepreneur!
Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!