We are bombarded by hundreds of advertisements on a daily basis, most of which we are not even aware of. I admit that I have become desensitized to most advertising, and only those ads with enough bang to get through the clutter get noticed. The first A in creating a powerful ad is all about capturing the reader's attention. Six months after the Sept. 11 terrorist attacks, technology company Siebel Systems ran an ad linked to the rollout of its new "Homeland Security" software, which would help government agencies rapidly trade data. Siebel's attention grabbing headline read, "Who are the Mohamed Attas of tomorrow?" The ad included an image of Atta and another terrorist passing through airport security in Portland, Mass., one day before the attacks. I remember that ad as vividly today as when it ran nine years ago. If you don't get the attention of your readers immediately, you may have lost them for good.

Can you build interest?

So, you have managed to do the impossible and grab the reader's attention. Now it's time to keep the momentum going and you do so by building interest. In creating my ads, I tried putting myself in the shoes of my audience and asked the question, "What's in it for me?" In thinking this through and getting some great feedback, I realized purchasers of our small business database could expect to receive a resource that accomplishes the following:

• Our database would help business owners generate new ideas.

• Our database would help entrepreneurs network and share resources with one another.

• Lastly, we wanted to create a database that would help owners address management, marketing and financial concerns.

In short we looked at some of the benefits of our database and tried to present them in a way that created interest for our product.

You're sunk without desire.

At this point, you should start to see that each element in our A.I.D.A. formula builds on the other. With that said, the third step is all about creating desire. Creating desire is about making an emotional connection in the minds and hearts of your audience. In this section of the ad, your goal is to make sure that you have primed the pump necessary to get your reader to buy what you are selling. In creating interest, you listed benefits to move them forward. Desire allows you to play your ace and offers customers that one thing that they just can't live without. If you are able to figure that out and communicate it properly, you may be three quarters of the way to achieving your goal of getting the sale.

Time for some action.

So far so good, as you have managed to capture the reader's attention, build interest in your product or service, and stoke a desire to buy, but you're not done yet. Many advertisers have successfully done the first three only to fail to ask the customer for the business and ultimately lose the sale. The call to action is key, because your customer could be on board up to that point. But, if you don't ask, they won't buy. Remember that you can do everything else right, but don't forget to give them a reason to pull the trigger. The following are some common calls to action that I have come across over the years.

• For a limited time only, so call today!

• Order now and, as a bonus, we will give you a second set free, but only if you order now!

• If you call within the next 10 minutes, you can save 50 percent off of the original price!

Remembering the formula is important; however, if you are going to write your own ad, try making a connection with one person. If you can make a connection with one person, then the likelihood that your ad will connect with the masses are greatly improved. Create at least two versions of your ad so that you can measure what works and what does not. Lastly, be open to some quality feedback before you decide to take your ad live. The Entrepreneur Café, LLC would like your feedback on our two new ads. Log on to www.ecafellc.com and search Staying Connected.