- What will it (the product) do for me?
- Is that what I want?
- Can I afford it?
- Why should I buy it now, and from this seller?
Your answer must speak directly to the emotional need you believe your target market has. This answers the second question (for those in your target market).
A sales ad has to address the question 'Can I afford it?' The answer is almost certainly 'yes' for most products and services. If the prospect is resisting, it signals a failure of the ad copy to convey sufficient value.
There are numerous ways to handle the fourth question, including a time-limited special offer, limited supply, special pricing and one or more free gifts. An online sales ad has to close the deal right there and then, which is why urgency and scarcity are useful persuasion tools.