4. Case studies

Give an example of a before and after situation relating to one of your clients. This helps build credibility and it also helps your reader picture themselves owning product. For examples of case studies in action just click here

5. Comparison chart

If features and benefits of your product are proven to be better than that of your competitors, use a comparison chart which illustrates this.

Your sales arsenal

So you're about to meet with a prospective client to sell them your products or services. You're fairly clear on what to say to them to excite them about doing business with you but unless you're in a position to ensure that they sign up on spot or if there are minute they leave your premises.

If your prospective client needs to go back and think about your proposition and/or if there's another decision maker involved, it's very important that you leave them with something that will ensure they stay excited about using your services. Not only that, it's also important that information they take away helps handle any objections they may have.

*Professional looking corporate profile which gives details of your company history, your products and services and most importantly, benefits of doing business with you. The more professional this document looks, more professional your company will look in eyes of your prospect.

*What clients say ... a list of testimonials with punchy headlines (the more better)

*Imagine getting results like these - a sharp list of results you've achieved for clients (a paragraph or two on each one)

*Client Success Stories - This is a more comprehensive case study document which gives a before and after picture.

*Quality colour copies of any press coverage you have received

*Frequently asked questions document which addresses most common objections or fears felt by prospects

7. Most people want latest and newest things in life. Use words and phrases in your ad copy like "New", "Just Released", etc.

8. Most people want to solve their problems. Tell your prospects what problems they have and how your product can solve them.

9. Most people want to make people around them happy. Tell your prospects how happy their friends or family will be if they buy your product.

10. Most people want to get over obstacles so they can achieve their goals. Tell your prospects which goals they'll achieve by ordering your product.