You've come so far - you've laid out exactly what product is and how it will help your unique audience. Now, seal deal - tell your readers to purchase product!

This step may sound strange, but it's necessary. Often, people hear about a product and are genuinely interested, but fail to actually make a purchase. A clear call to a simple action cuts down on buyer ambivalence. Don't be pushy - just change your verb tenses to imperative. Instead of:

"If you think that you fit this profile, you might want to think about buying Green Garden Lawn Fertilizer."

Say:

"Click here to order Green Garden Lawn Fertilizer today."

-------------------------- AN EYE FOR CONTINUITY --------------------------

More and more opt-in e-mail is being sent around Internet. Remind your prospect that he requested your messages by keeping an eye on continuity.

Start and end each message in a similar way. At top, let your prospect know who you are, why he is getting e-mail from you, and where he is in follow up sequence. This can be as simple as saying:

"Last week, you requested more information about Green Garden Fertilizer..."

Then, end each message with your own contact information. Use your autoresponder's personalization features to list details about your lead. Also, include a way for lead to unsubscribe. For example:

"This message was sent to Dusty Dan at dustydan@needsanewlawn.com. On April 5th, Dusty Dan requested information about Green Garden Fertilizer. Questions? Call us at 000-000-0000. Or, to unsubscribe, click here."

-------------------------- CREATE WITH CONFIDENCE --------------------------

Don't sweat over follow up messages - your prospects are waiting for you! Print and follow guidelines in this article, and follow up with confidence.

-------------------------- MESSAGE 5 - QUESTIONS? COMMENTS? --------------------------

Your lead may be waiting to purchase until you explain one particular thing. By asking outright, you can speed sales cycle to a close.

Start fifth message by asking your prospect if he has any questions. Give him several ways to reach you, and include your hours of operation and time zone.

Take rest of fifth message to answer some of questions your prospects ask most often. For instance:

"Are you excited about lush lawn you'll have with Green Garden Fertilizer? I hope so! Let me go over some questions our customers have asked in past..."

-------------------------- MESSAGE 6 - TESTIMONIALS --------------------------

With your sixth message, show off your satisfied customers. Choose several of your best testimonials, and list them here. Look for quotes from customers who are obviously excited about your product, but that still sound believable. For instance, choose:

"I'm thrilled with my Green Garden Fertilizer! Just two weeks, and my lawn looks better than it has in years."

Instead of:

"Green Garden Fertilizer is miraculous! It turned my back lot into a rolling meadow in days - and that lot is PAVED!"

(The testimonials in this article are made up examples. All of *your* testimonials, however, must be real. Fabricating testimonials is illegal.)

-------------------------- MESSAGE 7 - LAST CHANCE --------------------------

Your final message serves as one last reminder of your product. Briefly reiterate its most impressive features. Then, throw in a few testimonials or a very short case study. Round out this message with your contact information. Our example product's final message might read:

"Over past several weeks, you've heard about how Green Garden Fertilizer can turn your lawn around. Customer Dusty Dan tried it, and he says, 'My lawn has never looked better...'"

-------------------------- FOLLOW UP WITH FINESSE --------------------------

Automation means that good follow up doesn't have to be have to be time consuming. Now, creating a message series is just as easy!