3. Give them two choices: Explain that, on one hand, if they buy product, they will be receiving these benefits. Then explain that if they don't buy, they will be losing out in certain ways. People like to have pros and cons laid out for them. It helps them make a decision smart way.

4. Give them plenty of room to think: Don't pressure them. As I mentioned above, people resent purchases they were pressured into. Real persuasion doesn't involve pushiness. The choice belongs to your customers, so let them make it.

Author Jian Wang is a master in art of persuasion. His ebook, "Hypnotic Persuasion: How to Get Anything You Want," is a truly inspirational read, filled with wisdom to help you gain control of your own mind and convince others without resistance. These techniques can be used to improve business, sales, relationships, and your overall well-being. For more information, visit http://www.mrchange.com.

And don’t delude yourself into thinking that any advertising is “free.” The most valuable resource any of us have in our marketing arsenal is probably our own time.

What do you value yours at? $25 - $50 - $100 - $1000 per hour? Or more? So be sure and include cost of your time or whoever you’re paying to perform that advertising task into calculating true cost of your advertising.

This is truer then ever in Internet world. So, know your costs and measure your results. There are online tools available to help you do this, so don’t get careless or lazy. The effectiveness of your online advertising can only be measured by its actual sales.

Your task: Analyze all your advertising to determine its true effectiveness. If you're not tracking your results you have to figure out a way to do it now. Why? Because Claude told you so.

Next week – you’ll get some more thoughts from Claude Hopkins. This time about how long you should make your ad copy in order to make sales. Until then, my best wishes for success in all your marketing endeavors.

© 2002 TWI Press, Inc.

**************************************** The Copywriting Classics Quick Tip is written by Bret Ridgway. To subscribe send a blank email to subscribe@twipress.com . Portions of this issue are excerpted from Claude Hopkins’ book My Life in Advertising/Scientific Advertising. You can locate complete text of Scientific Advertising in various locations online. Or, it is available as part of package set with My Life in Advertising at following page: http://www.twipress.com/productpages/MyLifeAd.htm ****************************************