Standard Phrasings

Standard phrasings in ads usually assert that a benefit exists, that a buyer (or other) desires it, and that it produces the desired effect (satisfaction); these are often phrased as directives or in variations, such as negatives and rhetorical questions.

Asserting a Benefit

Save (money, time, effort)
Get (a specific benefit)
Improve... Be better... Be more
Stop, Solve, Prevent, Avoid (a problem)
Enjoy

Directives

You need
You should get
You must have
You ought to
You have to

Negatives & Rhetorical Questions

Don't be disappointed
Don't be sorry later
Don't worry
Need it? Want it?
Shouldn't you really have?
Don't you deserve it?

Asserting Desire

Just what you've always wanted
Everything you desire in
What you've always hoped for
Just what you expected from
Everything you've dreamed of

Asserting Satisfaction

You'll enjoy
You'll be pleased
You'll be happy
You'll love
You'll like

Asserting Satisfaction & Desire by Others (Gifts)

Your family needs
The kids will love
Show them you care
She'll be pleased
He'll enjoy
Delight your family
Reward them with
Your dog will love

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