Wayne,

All the advice so far is superb.

Steve is spot on about the headline. I'd build on his suggestion by working in a verb at the beginning. Something like, "Make Long Distance Phone Calls for FREE!"

On second thought, to justify the euphoria of the guy jumping for joy, maybe it should read, "FREE At Last! FREE At Last! Make ALL Your Long Distance Calls for FREE!"

This way, we get in our verb, FREE 3x, and "Your" plus the qualifier "ALL." Not to mention, "At Last" addresses a time element.

I agree with Rogers Copy, bullet points are in order. And he's right about tightening up the relationship between target audience and benefits touted.

From what's shared in the ad, it looks like you have enough fodder for only 2 decent bullets. You'll need to add another benefit to make 3.

The two I see are (1) save money now and (2) make international calls for free (or greatly reduced - not sure of your particulars). After tightening up your message-to-market match, a 3rd bullet might leap out at you.

On your homepage you use an arrow to direct the eye to click the link to go get the Guide. This is good. In the ad, however, I'm not so sure the little downwards triangle does its job quite as effectively.

BTW, even if the URL were one color... either the bolding of the letters or the choice of font itself still make it hard to read (at least on screen).

On the homepage or the Guide page, will you have a way to capture names even if they don't buy the report?