People are curious when they can't see whole picture of something they are interested in; words like "private site," "exclusive members area," "insider access" or "restricted info." Moreover, people not only love security of hidden information and idea that information/products/services is all together in a single place that's easy to access, learn and digest creating, all of which creates curiosity as well.

Words that give perceived value is a grabber of sales/customers/clients also;

Perceived value is another grabber of sales/customers and words that convey perceived value are; "secret formula," "custom checklist," "unique process," "specialized system" "mystical secrets" and so on, all helping to heighten perceived value because these phrases imply less time, money and effort in finding that same information elsewhere should you desire that particular information. Michael Fortin and many other internet successful long lasting Internet business people, use terms such as: "Proficiency Program," "Secret Formula," "Inner Circle," "Hidden Vault," "Mentoring System," "Treasure Trove," "Coveted Toolkit," etc. Grabbing their customers/clients with them.

A word of "caution" here - These words or any other success words will not work if you truly do not have information or product/service that stands up to their hype. So first rule is to make sure your product/service really is what you want words to convey! Otherwise somewhere down road you will gain a reputation of "liar," "dishonest," "untruthful," etc. Killing your business!

Real success is follow up (known as backend selling) business, not first time customers/clients so it will not pay to falsify advertising!

Use those words that will make you a success NOW!

Honesty is imperative!

The next point I really want to stress is that you have got to talk directly to YOUR reader and talk like you normally would - just like I am right now ;o) There's no need to talk you're a scientist for nasa and you are selling spaceships. It will just either come across like you are feeding them a line or they'll be intimidated. And that is last thing you want to do.

My last point - regardless of whether you're writing a six line ad or a 60 line ad you still have to close deal with a "Call To Action"! And when I first started writing my ads by myself using Yanik's techniques, that was my BIGGEST problem - I had BAD sales, because I wasn't *sealing* deal. So I asked Yanik about it and that's what he told me, 9 out of 10 ads fail because people don't seal deal.

Another point I want to make, because we're all publishers don't use subscribe today or subscribe now those 2 words are highly over used. Do something a little more creative, like this:

"And don't forget to stop by our software center when YOU subscribe to receive YOUR free gift valued at $X.00"!

or we could have done this:

Don't forget to claim YOUR free gift valued at $X.00 from our software center when YOU subscribe to "Ezine Name".

Either sentence has a definitive call to action, so either would work fine. So, don't forget to seal deal with a call to action.

Article by Laurie Rogers Copyright 2002 All Rights Reserved