Your prospects are constantly deluged with advertising messages. They just don’t have time to read them all. Add that to the fact that they are jaded after seeing years of false advertising claims. You literally have to fight for their attention. What your prospects really want to know is WHO CARES, WHY BOTHER AND WHAT’S THE POINT? That’s why you’ve got to write every ad, letter, and web page with the assumption that.. within 2 seconds.. the prospect will decide to read on or ignore your message entirely…UNLESS IT PROMISES A BIG, BOLD, BRASH BENEFIT! However, once you have captured their attention, you have to keep it.