Next comes third letter letter in formula: D="DESIRE". You have to make your prospects "DESIRE" your product or service. And best way to do that is with benefits, benefits and more benefits!

Remember, just keep telling your reader's what your headline promised. Also, tell them what they stand to gain by purchasing your product or service. More importantly, tell them what they stand to lose, if they doesn't purchase.

Push their emotional "hot buttons", by using magic selling words like, new, save, amazing, free, guaranteed, security, no-risk, look younger, feel better, etc!

Finally, we come to last letter in formula, but certainly not least: A="ACTION". You want to close your ad or sales letter with a call to action! In other words, ask them for order. It's important to ask for order at least three times, preferably six or more.

Here are a few examples of effective closes:

1. "Just click on button below to order NOW, Risk-Free"!

2. "To get your FREE website, Order NOW"!

3. "Don't waste another minute! Order NOW"!

Something else that's very effective is to include a post- script (P.S.) at end of your ad or sales letter. Your post-script should include an enticement of some sort, to get your prospects to order NOW. You should also use post-script as a final call to "ACTION"!

Here's an example of an effective post-script:

P.S. "Don't forget, if your order within next ten days, you'll also receive a personalized calculator mouse pad FREE, with your company's name embossed in gold lettering! Order NOW"!

You can also use a post script to tie everything together, by summarizing your most important benefits.

Another reason that you should use a post-script is strictly elementary. Studies have shown that most people, when reading an ad or sales letter will read headline and then immediately zoom right down to bottom of page to check out price and see if your offer is anything that they'd be interested in.

Follow formula faithfully and it will rarely let you down.

And remember, when writing your ads and sales letters, ALWAYS, ALWAYS, ALWAYS answer that one question we all want to know: "What's in it for me"?

Dean Phillips is an Internet marketing expert, writer, publisher and entrepreneur. Questions? Comments? Dean can be reached at mailto: dean@lets-make-money.net

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