In your sales letters, you must wait until end to reveal price and ordering instructions. This puts them in proper frame of mind to buy because you would have given all benefits and particulars your prospect needs prior to asking for order.

If your offer includes a brochure and an order form, separate them from letter. This strategy will increase response. If you’re using direct mail, put brochure and order form in a sealed envelope. On outside of envelope, print following: "Please don’t open until you have read my letter." If your sales letter is online, include a link to a separate order page.

Magic Technique #4 -- Typefaces are important

In direct mail, headlines should be in Times-Roman font, serif, or sans serif typefaces. The body copy should always be Times Roman. Reason? On written page, it’s easy to read. Never use a sans serif typeface in body copy.

On websites, sans serif typefaces such as Arial and Verdana seem to work best because they are more inviting to read in a sea of cyber-clutter.

Strive for an editorial look. The ad should appear similar to an article in publication in which your ads will run. I call this format an "advertorial." Five times as many people read editorials than messages that scream out, "I’m an ad!" If an advertorial is prepared in a way that lends credibility, it can pull up to 500% more in sales!

Magic Technique #5 -- Pricing your product

Here is a really powerful tip that will increase your profits. You may have noticed that price of my books and tapes ends in 7. There is a good reason for this. Remarkably, with same copy and offer for any given product, I have proven time and again through testing that you can increase sales simply by changing price to one ending in number 7.

Recently at a seminar wherein I spoke, my co- speaker, Gil Good (in charge of promotions for The Wall Street Journal for many years), discussed that subscription offers ending in 7 out-pulled all others. At my last seminar, an attendee, a biblical scholar, pointed out number seven was often used in Bible. Remember phrase, "70 X 7"? Seven may be a number that is truly blessed! The most effective magazine subscription offer, made many years ago, was by Life Magazine – and its price was $7.77.

Test price this way: If your current price is $19.95, try $19.97. If you now sell at $69, test $67 or $77; or if your price is $99, try $97, etc.!

Questions That Keep Them Involved

Questions are equally vital during presentation, i.e., in body of your web copy, for clearly explaining how your product or service solves your prospect's problem in an easy, fast, or cost- effective way. Therefore, install questions within your sales copy that capture attention. Keep your prospect involved, and keep his mind from wandering off in a different direction by using intriguing questions that grab his lapels and jerk him toward you. For length of time that it takes a prospect to answer a question in his mind, you have his total attention. The prospect is drawn more and more into sales process as your questioning proceeds. If your questions are logical, orderly and sequential, you can lead prospect forward toward inevitable conclusion to purchase your product or service.

Tip: Never say something if you can ask it instead! Think of how you can phrase your key selling points as questions. The person who asks questions has control!

Closing Questions that Presume Sale

Just as questions are important at beginning and body of your web copy, they are even more vital at end in gaining a commitment to action.

The key to asking a closing question is confident expectation. You must skillfully craft your question to convey that you confidently expect prospect to say, "Yes" or to agree to sale.

For example, you can pose following question in your web copy: "When would you like to start using to multiply your profits?" In other words, you don't ask if they want to buy your product, but when. This way, you're asking for sale expectantly, and more confidently you expect to sell, more likely it is that you will sell.

Tip: In crafting your closing question, include benefit that your prospect will get from your product.

When you ask a compelling closing question, you diffuse tension that normally creeps up on your prospect at "moment of truth." A prospect's tension leads to hesitance that kills so many sales - both online and offline.

To be truly persuasive in selling process, learn to use questions judiciously throughout your web copy. Instead of trying to overwhelm your prospects with reasons and rationales for doing what you want them to do, ask strategic questions instead. When you take time to plan wording of your questions, your prospect will become more interested in your product -- and consequently, you will make more sales.