One of first rules of doing business is that word of mouth advertising will make or break your business and bad news travels fast. If you doubt this, just ask one of millions of people in network marketing. Their primary form of advertising is word of mouth.

If you don't want to answer phone, either hire someone or outsource job. Again, if neither one of these are an option you are willing to consider, you should not be in business, especially on line.

There is nothing more frustrating to customers than trying to navigate a difficult website, except encountering nonexistent or worse, unresponsive customer service when trying to repair problems encountered maneuvering through a difficult site. Talk about adding insult to injury!

If you are willing to take time and effort required to build a good site while providing quality customer service, your chances of succeeding in world of on line business long term are better than most. Remember, word of mouth advertising is essential to your success, and good word of mouth comes from satisfied customers.

Summary Thinking of starting a business on line? If you are a novice to business, take time to educate yourself. Remember, word of mouth advertising is essential to your success, and good word of mouth comes from satisfied customers.

“The moment you use this amazing Super-duper gismo, you will feel thrilled and delighted.”

“All your friends and family will be amazed. You will look at least ten years younger. Your clothes will fit. You will look so much slimmer.”

Use AIDA Formula

20. Attention. Since soul of advertisement is promise, large promise; your copy must have a big, bold, benefit-loaded headline.

Interest. Your copy has to arouse interest by mentioning prospect’s problem.

Desire. Your copy has to arouse desire by stressing effectiveness of your solution.

Action. Your copy has to give prospect a reason why he or she should act now!

You Must Tell Prospect What to Do

21. Be sure you leave no doubt in mind of prospect about what you want then to do.

22. Ask for order two or three times.

23. Go over prospects’ problems and explain why your product or service is best possible solution. 24. Include any testimonials you may have. Remove any lingering doubt by adding a true story like:

”Bill Smart, CEO of Smart World Enterprises had similar problems, but after using our amazing widget, he found…”

25. Include any other testimonials you may have. Include their full name and name of their company and URL, rather than just B.Smart. Ohio.

26. Summarize major benefits again and give prospect one or more very good reasons to buy now:

•The limited supply •The early bird discount •The prompt action bonuses •The one-time special offer •The pending price increase

Stress Instant Gratification

27. If your sales letter is a web page, be sure to help prospect picture himself or herself getting instant gratification.

28. Use strongest possible close:

“Get Solution to Your Problem NOW! Click ‘YES. Give it to me Now’ button and in less than five minutes you can be using this amazing gismo to…”

29. “Order Form” is psychologically intimidating. Don’t call it an “Order Form.” Refer to it as a “Risk-Free Trial.”

30. Stress 30-day, or however long, 100% Money-back Guarantee.

31. Tests show that you will get a better response when you ask prospect to tick a box that says “Yes.”

o“YES! I Want it Now!”

“YES! Please supply…Quantity…Price… I wish to pay by…Name on Credit Card. Account Number…Code…Expiring…Name on Card…”

32. After you complete first draft of your sales letter, put it away until next day.

33. Write tight. Cut out every “that” word or any other “wishy-washy” words that might slow down action.

Proof, Reproof and Proof Again

34. Reread for mistakes. Read it a second time. Then have someone else proof it.

Use K-I-S-S Principle

35. Remember to “Keep-It-Simple-Salesman.” Write so most seventh graders will understand. Use five cent words instead of dollar words.

36. Don’t try to write like an English teacher. Write way you speak.

37. Be warm. Be friendly. Use picturesque phrases like”slow as a snail,” “like a hole in a bucket,” “quick as flash,” “like owning your own Bank,” “like a money-making magnet.”

© Copyright 2005 John J.O’Callaghan All Rights Strictly Reserved.

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