Use "Story Movers!"

A "story mover" is an old sales term that refers to a dramatic story a salesperson would tell his prospect to help influence them to buy. It's a powerful technique that works equally well in print advertising. For example, let's say you’re having a sale. Just advertising "SAVE 25%" has limited impact because it's so commonplace. However, if you tell people that the reason you're having a sale is because, for example, Mondays are typically slow days and you want to stimulate business and keep your (mechanics, cooks, bakers, drycleaners, employees of any kind) working, you’ve played the credibility card and given them something that makes sense. Try it in your next ad!