And AS you write, you are also asking yourself, "What is my reader thinking right now?" This is much like trying to handle objections in a traditional sales call. The difference is, you are doing this in writing. Your customer isn't standing in front of you. He or she may be thousands of miles away.

But that person is reading your words---voicing those words of yours in their head---and that person is asking him or herself questions. Anticipate them and answer them and you will up odds in creating a sales letter that easily persuades.

Let me explain this another way: Hypnotists know that you will obey their commands as long as you don't already have a counter-suggestion in you to contrary. They can tell you to "Go open window," and you will do just that UNLESS you have a counter-thought, such as, "But it's cold outside" or "I don't have a good reason to open window."

This same dynamic goes on inside your readers. You can tell them to "Send me money now for my new gizmo," and they will do exactly that UNLESS they have counter-thoughts (read objections) in them. As you probably know, most of your readers will have counter-thoughts. Your job is to anticipate them and answer them and THEN give your command.

I use this little known hypnotic skill in all my sales letters. I work hard to create a headline that relays a benefit in a curious way. I sweat to write an opening that yanks attention from wherever it was, to my words. And then I use this "hypnotic dialogue process" to write letter.

In other words, I write my letter while pretending to talk to one person about my product or service. In a real way, I'm talking to myself. As I "talk" on page, I imagine what my prospect will ask next. It's a dialogue in my mind. But truth is, that same dialogue will end up in my prospect's mind if I do this right. You've been doing it throughout this article. You've been reading my words and asking yourself questions. Right?

Throughout writing of this article, I kept asking myself, "What will he ask?" By anticipating your questions, I could handle them in a persuasive way. I could, in short, lead you to my way of thinking and to doing what I want.

For example, right after my opening paragraph, I wrote, "Sound hard to believe?" I placed question there because that's probably exactly where you ASKED question in your own mind. You read my opening lines---about my big promise to show you how to get people to send you money---and inside yourself you said something like, "That's pretty hard to believe. Prove it." And right there, right on cue, comes my question. I anticipated your thoughts and answered them by using dialogue process.

And what did I install in your mind while you were reading?

Go back through this article and see if you can find this "dialogue process" at work. And then notice what you do next, because that action will reflect command I secretly embedded in you. And now that your objections are handled, you have little choice but to act on it, or not.

Are there any examples of websites using this basic copywriting principle? Of course. But they aren't easy to find. Obvious examples are www.ebay.com and www.amazon.com. Both focus on YOU. When you look at ebay or amazon, for example, you don't detect an ego behind sites. Instead, you can easily look around for what interests YOU. Again, get out of your ego and into your reader's ego.

I just took a moment from writing this article to browse some random sites. I went to www.etour.com and let it bring websites to me based on what I told it I was interested in. It's a marvelous tool. Sites I saw were one on new music releases. No ego here. This had a search engine for me to type in my favorite artist or style of music. Another site was on how to give CPR. Never know when it may be needed. Yet another site taught me how things operated. Type in anything, like engine or website, and an article at site revealed how an engine, or website, works. Again, all useful information. No ego. No selling.

Which leads to question: How does anyone make any money online when they have to create ego-less websites that focus on visitor and do little or no selling?

The answer is this: It's called Hidden Selling. It's what all good publicity people or "cause public relations" people do. They engage you in something you want to know about and sell you after fact. It's soft sell. It's what Hallmark Cards does when they fund a movie. You don't tune in to watch their commercials. You tune in to watch movie they sponsored. As you do, you are also fed commercials. Good websites do same. They offer you want you want, and sell you quietly, by focusing on serving you, not selling you.

This whole topic may need more space than what I have here to fully explain. The bottomline for me is this: You'll create better copy on your websites if you focus on your visitor's ego, not yours. Think of serving them, not selling them, and ironically, you will end up selling them.