1. Write great headlines.
People dont read copy, they scan it. Advertising great David Ogilvy said 80 cents of your advertising dollar is spent on the headline. Good headlines bracket the copy and get read much more. Spend 80% of your energy on the headlines.
2. Use you and your in the headline.
if you put these words in your sentence it becomes more urgent and spoken more directly. It creates stronger emotion which creates stronger copy.
3. Create emotion.
Medical advertising is not about the procedures, its about the way you feel after having them done. emotions are motivators. Trust, fear of pain, comfort, and pride, are just a few emotions that create powerful feelings in the reader. If you want people to remember it evoke an emotion.
4. write like you talk.
If you want to sell tractors