Enter web site, most "bang for your buck" an advertising dollar can buy. Nothing can provide more information to a potential customer than a web site, giving them hours or even days worth of information. Offering a place to show photos, videos, maps and tons of other info most of us could never afford to put into a tv or print ad. Combining your web site with your other forms of advertising can lower your overall advertising costs by allowing you to place a smaller ad which now contains your web site address and your basic contact info and some key information about your business and reduce that thirty second tv spot to a fifteen second spot. If you really crunch numbers you can reduce cost of your print and tv advertising enough to pay for your web site and it's hosting. And don't forget having a web site opens up all sorts of advertising methods and venues that other forms of advertising could not begin to hold a candle to.

"Technology" - This word is commonly used to suggest innovation and newness. But customers have little concern about technology that is behind products they buy. They are only concerned about benefit they derive from these products and services. How many drivers are really concerned about technology that's under hoods of vehicle they drive? They are really only concerned that vehicle is reliable and gives them some social status.

"Difference" - Rather than stating that you are different from your competitors state difference instead. Just saying "different" means little and is just filling space. The statement "We make all difference" doesn't leave prospect more educated than before reading your sales message.

Consider following advertiser's blurb:

"We make all difference because of our superior quality and solutions we offer."

It's like junk food - a lot of flavor but zero nutritional value. This statement means little because it's not specific at all. It creates more questions than answers and leaves reader totally confused. And this is last thing you want to do to a customer.

Go to any website and you'll see statements such as "can save you time and money", (well how much?) "creates website in less time" (less than 2, 4, 100 hours?), "maximize your gas mileage" (by how much 1%, 5%, 40%?). All these statements will triple their effectiveness by using numbers (note that I gave a quantity, 'triple').

The more specific your message is more believable you will appear. Using a bunch of superlatives only makes you seem self-serving. Customers are immune to this type of hype and filters out these claims like a squirrel discards peanut shells.

When making any comparison in your sales letter state baseline, use numbers and give a time period whenever possible. In this way you don't have to use superlatives because numbers will speak for themselves. If you follow this simple rule your sales conversion rate will increase by 4.7% within 29 days of putting this into effect.

Even though that last statement was hypothetical you can sense its power because specific numbers were used instead of just saying 'your sales will increase'.

I think it's time to review your sales message and sweep away chaff words leaving pure wheat behind.

You'll be 9.9% happier that you did!