2. Share your wealth.

In early days of Rome, citizens had no choice but to serve in army. And they might serve up to 20 years. Why would they agree? Because Roman leaders made it worth their while. Soldiers were given land and later, when it was useful to have, money. Whenever an enemy was defeated, goods were divided among soldiers as well as leaders. A happy soldier was a loyal soldier. Generosity was a trait adored in Rome. In later years, when greedy Roman leaders were more reluctant to share their wealth with their troops, soldiers were more reluctant to fight---and Rome fell.

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Carefully choose which colors you'll use, and you'll somehow dictate emotions people will have about your product / site.

2. NAVIGATE WITH NATURAL MAPS ----------------------------- One reason why Windows operating system became popular was that it used icons of common objects to help users remember what each program was meant to do -- a garbage bin for deleted items, a folder for important files, a printer for printing output.

For many people, these "natural maps" made it easier for them to use and understand computers -- paving way for highly computerized society we live in now.

Take a look at your website, your navigation bars, or even your downloadable products. How else can you improve them with easy-to-use "natural maps," and make them more visually attractive to your clients?

3. LOOK AT THE WHOLE PICTURE ---------------------------- In creating visual impact, you have to decide on two things:

- What do you want viewer to focus on? - And what elements should be removed so nothing distracts from point of focus?

Although it might seem cost-efficient to give viewer as many attention-getting graphics & text as possible, it actually defeats purpose of sending him one clear message he'll act on.

So first decide on message, make it memorable, then put it under a spotlight.

And if you feel you have something else to say, just save it for next page, where you can showcase it under a spotlight of its own.

4. COMMAND ATTENTION -------------------- Have you ever wondered what usually captures most people's attention?

It's OTHER PEOPLE -- which is why photographs of people doing different things have remained a staple among print & virtual ads.

Use this to your advantage by adding people pictures to your site & your products; load them with proper emotion, and your buyers will get emotional about you (and your company) as well.

5. BE CONSISTENT ---------------- A woman who always dresses in sexy but subtle clothes consistently gives impression that she's hard-to-get but worth it. On other hand, a woman who keeps wearing loud skin tight outfits gives impression that she's easy.

In same way, it isn't enough for you (and your site, and your products) to be frequently noticed by potential clients in most strategic places on web.

Equally important is impression clients will ultimately have about you -- and whether or not it's same impression you really want to make.

So before going high-profile, determine which profile you really want your clients to SEE.

Because marketing & purchasing -- like all other aspects of human condition -- is all about emotion, and appeal, and desirability.

And how attractive you can make yourself out to be.