The key to making “FREE” work for you is this: whatever is offered for free must be linked to a significant prospect benefit and preferably be offered in limited quantity only. The clear benefit to the prospect stimulates his desire to have it and the limited availability urges him to take action now.

You want to tempt and excite your prospect enough so that he takes action by stepping forward and contacting you. What you really want is to whet his appetite, to give him an indication of what he can expect, if only he takes the required action.

Replace intellectual words with those that create an immediate emotional response the instant they're read.

Another great word to use is how. We seem to have an insatiable appetite for learning how to do things better, faster, cheaper or with greater ease and less stress. Show your prospect how to get the big benefit your product provides and you're certain to be on the right track.

The most important word you can ever use in classified advertising copy is the word "You" or a derivative of it such as "Your".

Avoid words with negative connotations like Disaster, Death, Dead, Hopeless, Fatal and Terminal.

If you know something that your prospect would benefit by knowing, you've got a Secret to Reveal, Uncover or Unleash. Perhaps it's Astonishing, Astounding, or a Breakthrough.

What do you want to share with your prospect? Is it a New Discovery, a Plan or Method, a System, a Special Report? We all seem to be drawn to the new idea, product or service.

How quickly can your prospect enjoy these results? Try these: Immediately, Overnight, Within Thirty Days, Now, Instantly, In a few short weeks, or In only three minutes a day.