This book explains ad development from inception with proven psychological techniques to improve your ads, adding power through a deeper understanding and focus on the target audience. The author provides an instructional step-by-step approach, with practical insights to demonstrate concepts for better results. Learn to differentiate product benefits from attributes; how to write a creative strategy; how to make advertising believable; use psychological triggers; advertising formats and styles to perform better; and how to evaluate ideas to see stronger results. These insider lessons are explained by a Madison Avenue veteran, plus: The book takes readers through with fascinating real-life examples using well-known brands, to understand practical applications of psychological ideas with many first-hand cases from the industry, plus specific Reduce your advertising waste - give your ads more power.