At about this time, I could hear voices in my head (no, not THOSE voices) screaming: "Abandon cart! Abandon cart!"

Which is just what I did.

This isn't just a silly little story about me being a cheapskate. There's more. If you sell anything online that has to be shipped, pay close attention here...

"Shipping And Handling Charges Deter 63 Percent Of Consumers >From Buying Online..."

"...Survey reveals that 73 percent of consumers evaluate total price of products, including S&H, before making an online purchase."

"...Companies that are profiting on S&H run risk of increasing distrust among consumers."

"New research indicates that weight-based shipping and handling costs will minimize merchants' and consumers' risks"

[Source: Jupiter Media Metrix Press Release - go read it: http://www.jup.com/company/pressrelease.jsp?doc=pr010611]

Moral of story (Get it? "moral" - Christian book store, ah forget it...)

"Don't judge a book its cover." (sorry, couldn't resist) Or...

"What you're selling and what prospect thinks you're selling are often two different things." Or...

"The customer isn't stupid. If you're using shipping and handling charges as a mini profit center for your online biz, you're not fooling anyone." Or...

Enough. I think you get picture.

Please Note: I am not implying that this company has intentionally created a S/H profit center or is trying to milk their customers. Perhaps they just need to take a closer look at their S/H system (similar to CDnow.com - see press release above).

Maybe you do, too.

PS - The store is Booksamillion.com. It's a nice-looking site with great prices and a huge selection. I expect I'll give them a try in near future. (I'll just be sure to order really heavy books and get my money's worth.)

Wishing you much success...

2. The opening sentence, "I was just in bathroom, reading a letter from my sister, when I got to line...," not only compels you to read second sentence, it is actually impossible to complete first sentence---because it doesn't end! Those dashes are grabbing your nose and pulling you into next sentence, which happens to be next paragraph.

3. The letter weaves a story. Stories sell. Stories compel. Stories pull people into drama unfolding and make them a part of action. As this letter reveals it's story, it also conveys selling messages to you hypnotically---messages that urge you to get this book now.

4. The letter reeks of sincerity. I learned that sincerity sells. Sincerity is hypnotic. Don't lie or mislead or gyp people. Tell your story in most hypnotic way possible and people most interested in it will respond.

5. The ending PS, "Amazon.com now carries "Spiritual Marketing," is a subliminal call to action. While I'm still known for writing fiery PS's that warn you of dangers if you don't act now, my PS above works in a soft-sell way. The story in letter says "Buy my new book." The PS simply tells you where.

You can take my tried and tested emailed sales letter above and use it as a model to write your own hypnotic letter. Here's how: Just think of a story---a true one, remember---of someone who benefited from your product or service in a record-breaking way, and write event up following my formula and my letter. It may help you to remember these key questions:

1. How can you make your headline so curious that people can't help but read your letter?

2. How can you begin your next letter in such a way that it actually forces people to keep reading?

3. How can you tell a story about your product or service that compels people to want it?

4. Are you telling whole truth in your letter?

5. How can you more softly let people know how to buy your product or service?

Finally, I think greatest secret to making any sales letter or email message truly hypnotic is in being genuinely excited. My sales letter above is based on what actually happened to me. My sister DID write me. She DID buy a new car. It WAS a result of reading my new book. I was so moved by her news that I conveyed my joy in my sales letter---and that joy became hypnotic to my readers.