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Explaining Secondary Benefits and Assuring Readers Below the headline, support copy explains the headline premise and adds secondary benefits or any assurance readers might need to dispel suspicions raised by the headline, such as the assurance of "same great quality" when you're offering a "new low price." Following this copy, as a sign-off, is a call to action urging the reader to respond ("Call for an appointment today," or "Remember, sale ends August 5th"). Your company name, traditionally at the bottom of the ad, should include your address and phone number. Make your phone number larger to help stimulate response by phone. Add a cross street to your address (e.g., "2216 Main Street, at Golden Ave") if you're a new business or if, for other reasons, people might have difficulty finding you. Tomorrow: Combining everything we've been talking about. Hope to see you here. Bye for now. Suzie Tasty Cheese Products - Huge Selection Posted: Monday 28th March 2005, 1:14 AM

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