1. The offer: “Free consultation” vs. “Free special report”

2. The call to action: “Call now” vs. “Click here”

3. Credibility: “Since 1996” vs. “BBB accredited”

4. Ad headline: “Solve packaging problems” vs. “Low-price packaging”

5. Display URLs: customized URLs sometimes boost clickthrough rates.

6. Price: “Only $35” vs. “30% off”

Source: Brad Shorr, Content Marketing Institute, 6/6/13.

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