BONUS TIP: These types of subheads also work wonderfully for *sales letters* and *proposals*. Experiment next time you compose a long letter --- try looking at it both with and without subheads. You'll definitely see difference!

<< Subheads Rule on Net! >>

When you're writing copy to be posted online --- either in an e-mail or on a Web site --- it's even more crucial to use subheads! People don't like to spend a lot of time reading online --- it strains eyes. Subheads help readers skim over your main points and pick up your ideas quickly. And if they're looking for a particular piece of information, subheads help them locate it faster.

If you're writing an e-mail that's longer than one screen length, try inserting subheads every two or three paragraphs, if appropriate. It only takes a minute, it helps you organize your information, and your readers will love you for it!

<< Subheads Add Interest >>

Even if your document is a white paper that's about as exciting as white rice, don't be afraid of using "sum-it-all-up" subheads to retain reader's interest and break up copy. Remember, you want people to be drawn to reading your master- piece --- especially when it's a formal document!

Examples: "Great Forecasts for Next Quarter," "Improvements Needed in Management," and "30% Sales Increase Forecasted."

So consider subheads your new best friend --- whether you're writing an e-mail, Web copy, brochure, or report!

Alexandria K. Brown, "The E-zine Queen," is author of “Boost Business With Your Own E-zine.” Sign up for her FREE newsletter that shows e-zine publishers how to write irresistible content, promote their services and products, and gain thousands of subscribers quickly. Subscribe now via mailto:EzineQueen-On@lists.webvalence.com

14. Am I confident that you have my best interests at heart?

15. How do I know you can you deliver to meet my time frames?

16. How do I know that you will deliver what you promise?

17. Am I getting value for money?

18. Will you help me to implement their ideas or will I be left to fend for myself?

19. What proof do you have that it works?

20. What happens if I don't have time to implement ideas?

21. What if your advice or instructions are hard to follow?

22. Are your payment terms easy to swallow?

23. Will I get quick responses to my requests?

24. What is your past track record like?

25. Do I like your company?

26. Do I like person writing me this letter?

27. What happens if your solutions don't work? Will I be left high and dry?

28. Will I get ripped off?

29. What does process involve?

30. How long will it take?

I'm sure you can add to this list and tailor it to your particular business, but point of exercise is to understand potential negatives and address them in your communications piece.

By effectively nullifying those objections, you're removing barriers to doing business with you which means your responses will increase dramatically.

So - grab your proposal templates and your standard direct mail pieces and marketing collateral and talk to your sales people to find out ALL most common objections you face.

In an information package, most common way to handle objections is via a "Frequently Asked Questions" document. The question addresses objection (naturally) and answer portion addresses that objection in a positive manner that presumes prospect will buy.

Incidentally, a trick I use to maximise effectiveness of FAQ documents is to include questions that relate to purchasing process. By doing this, you're presuming they will buy and you're helping them picture themselves buying. Questions like "How do I pay?" and "When will I receive my product?"

Each of these questions play an important role in helping you step into your buyer's shoes. Address each of major ones in your copy and you'll find your responses incread dramatically.

Happy writing!