If you have an ad or sales letter that promises to teach someone X number of "tips" about how to do whatever it is you are selling, I'd like to show you a quick and easy copywriting tactic that could as much as triple the number of responses you get.

Listen to this:

One really great way to write ads (especially lead generating ads) is to immediately involve your reader by getting them nervous about their lack of knowledge about whatever it is you are selling.

Let me give you an example.

Instead of saying:

"10 Tips To Make Your Car Run Smoothly During The Winter"

You can many times get a stronger response by turning your ad into more of a "negative" statement like this:

"The 10 Biggest Car Maintenance Mistakes People Make In The Winter"

In other words...tell them what they're doing wrong...and then tell how your product or service will fix it for them.

Why will using a negative statement like this usually work better?

Because, in addition to getting the reader's attention, you automatically set them up to look for someone to show them how to do everything right.

And by positioning yourself in your copy as the "go-to" guy -- the person who really knows your stuff -- you will be that person they look to for help and guidance.

Ben Settle is an expert copywriter and direct marketer. If you liked this article then check out Ben's website at http://bensettle.com -- and get your hands on over 500 pages of advertising ideas, strategies and tactics just like this one -- as well as rare swipe file ads and hot marketing information not easily found anywhere else.