Remember it is not the safety features

Lots of ads are beautiful almost perfectly written and quite convincing yet they fail to ask for or demand action from the reader. If you want the reader to have your product then tell him so and demand that he send his money now. Unless you enjoy entertaining your prospects with your beautiful writing skills always demand that he complete the sale now by taking action now by calling a telephone number and ordering or by writing his check and rushing it to the post office. People tend to believe the things that appeal to their individual desires fears and other emotions. Once you have established a belief in this manner logic and reasoning are used to support it. People believe what they want to believe. Your reader wants to believe your ad if he is read it through this far it is up to you to support his initial desire.

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