For example, I recently visited a web site offering special interest travel books. They offered a map of any country as a free bonus with each order. I'm sure map cost site owner much less than its perceived value to customer.

4. FREE FAST DELIVERY: People want to receive something immediately after buying it ...especially during Holidays. You can motivate them to buy by offering free fast delivery. For example, a company selling personalized desk accessories offers free overnight shipping during Holidays.

5. BILL ME LATER or BILL MY CREDIT CARD LATER option: This offer generates many sales you normally wouldn't get during Holiday Season. It removes customer's concern about spending too much money right now.

TIP: Always include a deadline for your offer. Prospects are more likely to take immediate action when faced with risk of missing your offer.

ADVERTISE YOUR SPECIAL HOLIDAY OFFER

Your Holiday Offer is short-lived. So use advertising methods that produce fast results. For example, send a brief email or postcard announcement to your customer or prospect list. Place online and off line ads that will run immediately after you place them.

TIP FOR INTERNET MARKETERS: Announce your Special Holiday Offer prominently near top of your home page. Something as simple as words, Special Holiday Discount, will grab your visitor's attention and draw them into your web site.

Everybody wants to get a "special deal". Most people don't expect to find one during Holiday Season. Surprise them with a Special Holiday Offer. It will motivate many hesitant prospects to buy.

Most people choose second statement. 30 percent may be accurate number. But 27.7 percent is more believable.

BONUS: Specific descriptions also create impact and excitement. They motivate more of your prospects to buy.

TONE DOWN YOUR CLAIMS

If actual results you can produce for your customers or clients sound too good to be true, your prospective customers will assume it's not true. It happened to me...

I once developed a direct mail postcard that generated over 20 percent replies when I sent it to names on a special mailing list. Most of businesses I approached with a lead service using this postcard didn't believe I could really get that high a response rate for them.

The service was difficult to sell unless I substantially understated projected rate of response. I eventually discovered that projecting a 7 1/2 to 9 1/2 percent response rate produced largest number of sales. That rate was still a substantial increase for any company -- and it was more believable than actual rate of more than 20 percent.

SPECIAL ADVANTAGE: Understating results your customer can expect also enhances your credibility. Imagine your customer's reaction when your product or service produces substantially better results than you promised.

How believable are claims and promises you make to prospective customers or clients? Do you use testimonials and provide specifics? Are there any claims you need to tone down because they sound too good to be true? Prospective customers won't buy from you unless they fully believe every claim and promise you make.