So how do you apply confidence to a sales letter you’re writing? Start by looking at some of marketing pros. See words and phrases they use to display confidence. If an online marketer is making money with their sales letter then they’re displaying confidence in it.

Check your sales letter. Do you sound confident in it? Are words you’re choosing stating that you’re very sure about what you’re doing? Do you show that you’re authority on subject, and that to pass on offer would be crazy? Of course, you might not say that, but your sales letter should reflect it.

Write your sales letter like product is sold, you’re just explaining what they’re about to get. For instance, use phrases like “You’re about to learn all marketing secrets”, or “You are also going to learn”. Just keep in mind that customer is already sold.

That’s not to say that you don’t want to write your sales letter in traditional sense of selling a prospect. But you want to sprinkle it with phrases that assume anyone would make purchase after seeing benefits they’ll receive.

Another phrase to use is something like “You can’t afford not to purchase.” It shows confidence that reader has to make purchase or results could be disastrous.

Remember though, that customers still need to feel in control of their decision. Using phrases like “You are going to buy” sound threatening. By crafting a letter that shows confidence, but doesn’t demand customer to buy, you’ve got a powerful sales tool that will work for you over and over again. It’s a thin line, but with practice you will soon master it.

Once they've gathered all facts, they're ready to present their case.

Your headline should be as well thought out as their opening words. You should get your customers' attention as compellingly as they capture their jury's.

Once they've got a jury's attention they begin banging out evidence. In same manner you should be banging out your offers benefits.

Bam ... Bam ... Bam!

Once they've grabbed jury by their emotions and pounded out every point to make their case, they give their closing statement and ask jury for verdict they've made case for.

The same applies to your sales letter.

Grab their emotions, pound out your benefits and build your case. Then you're ready to ask them to pull out their wallets and place their order.

Start presenting your case and sales will come.