The basic mistake most people make is you don’t even say, “Save time.” Most ads just say,”You can do it very quickly,” or something. They don’t make the point.

Make the point, and make it as many times as you need to make it. You may have 4 or 5 different bullet points in there, all saying essentially that you save time, but in maybe different ways.

Don’t be afraid of saying the same thing.

Most people need to be told things 3 times before it gets through to them. Like you tell them it’s free. You say, “By the way, when you come into the store, I’m going to give you a free such-and-such. It’s free!” You can say it again a little bit later. “It’s free. No cost. Zilch. Nada. It’s absolutely on the house.” And it’s like “Oh.” It takes a while to sink in. People forget that.

They’ll mention it once in a letter, and they won’t mention it again.

Sam Fishbine, Gary Halbert: XXX, p.15