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.
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