“STOP! Hold on.... I thought we were talking about sales letters here. Sales letters can’t ask visitor what’s most important to them and just morph itself to focus on that!”

Well, if that’s what you’re thinking, I have no choice but to believe that you are not keeping up with new technology. Remember I said I would tell you what will be Internet Marketers’ downfall? Here it is -- They forget that they are on Internet. Plain and simple.

By posting a web page and some great copy, Internet Marketers feel that’s best they can hope for. They forget about underlying technology running show. They are riding a vehicle of interactive communication that is still evolving. However, horse-blinders are only showing them a new place to display a once-printed direct mail sales letter, without exploring possibilities.

Don’t fall into this trap!

An ecommerce website should be an interactive conversation to communicate relevant information for each visitor’s questions and eventually persuade a sale. It is not just a digital billboard.

FACT: Yes, with today’s advancements in technology, YOU CAN convert your static online sales page to a fully interactive sales letter that asks reader questions, and in turn, dynamically generate specific, relevant offers dependant upon reader’s answers. This is all done instantly, without linked pages, without page flashes, and most importantly -- without reader ever knowing.

Are bells going off yet?

Can you see potential of being able to ask each of your readers a question and have a special suitable benefit or offer waiting for them to read – before they even get to it -- automatically? What do you think will happen to your conversion rate if your interactive sales letter actually spoke differently to each reader -- knowing what each wanted, and offered it?

In fact, you'll be able to deal a knockout blow to your competition by having only access to your reader’s mind. While your competition is analyzing their data and graphs from another “day-late-and-a-dollar-short” survey, you’re reaching into minds of your readers, and pulling out sales on spot!

The purpose of this article is to open your mind. Be proactive in creating different techniques of online promotion. There is something new that can be developed every day. Just use your imagination. Be creative and remember that you can make money by solving a customer’s problem. The goal is to find out what each potential customer is looking for and offer a solution to satisfy that. Period!

On other hand, if you write: Our Widget works twice as fast, so you do job in half time, then ‘So What?’ has been answered. Your customer can cut his production time by 50%.

Likewise, were you to write: Our Widget is so small, it fits into palm of your hand, you simply invoke ‘So What?’. Which results in: Our Widget fits into palm of your hand, so it goes wherever you go. In this case, benefit is portability. You can use it anywhere.

Over years, I have found ‘So What?’ test to be invaluable. You might care to give it a try yourself.

And on subject of headlines consider this.

When trying to write a headline many people tend to go off half-cocked. They consider marketing brief, then bash down a headline or two to satisfy it. After that, they write body copy.

Experience shows, however, that if you write body copy first, odds are that there will be makings of a headline within it struggling to get out.

Body copy is, or should be, a carefully worked and logical encapsulation of marketing brief. In other words, whys, wherefores and benefits of owning product or service. It makes sense, then, that if it is properly written, there is a very real chance of finding an embryo headline lurking within it.

Why not give it a whirl? You may be agreeably surprised.

Patrick Quinn is an award winning copywriter with 40 years' experience of advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com