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 click-through rates.
6. Price: "Only $35" vs. "30% off"
Source: Brad Shorr, Content Marketing Institute, 6/6/13.
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