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AIDA

AIDA is an acronym for Attention, Interest, Desire, Action ... every ad or promotional activity should have these four elements. (Of course, there are exceptions to every rule!) ...
  1. Does the ad grab viewer/reader/listener attention?
  2. Does the ad hold viewer/reader/listener interest?
  3. Does the ad develop viewer/reader/listener desire to do something?
  4. Does the ad provide a clear path to action by the viewer/reader/listener?
(Note: a business plan or executive summary or proposal is a form of advertising ... it is intended to "sell" the reader on the viability of the concept.)