Order of Presentation of Advertising Message

 Whether to put the strongest argument first or last in the advertiser’s presentation is equally important.

Copywriting: Successful Writing for Design, Advertising, and MarketingSometimes this is considered a part of copywriting strategy. In a one-sided argument, it is advisable to present the strongest point first, for it will result in better attention and interest. This is done with the objective of achieving the primary effect. However, when an audience necessarily required a two-sided communication, it is better, at least initially, to start with the other side’s argument and slowly disarm the audience which is opposed to the communicator’s position, and the to conclude the message with the strongest argument.