Well in cyber space you don't have a salesperson meeting with your customers face to face or do you?

Instead your salesperson is your written word, yes written. You might even call it printed. Hence phrase "salesmanship-in-print" and that's what advertising really is.

Accordingly, it is job of every page you have on net to do same job as a salesperson would do. And speak to your customers as if you were sitting across table from them.

So now do you see importance if this phrase, Salesmanship-in-Print? And how important writing is on Internet.

That every single word does it's job and becomes your best salesperson. I'll bet you do.

Then how are you going to this? Speak to your customer as you would if you were talking face to face.

You write same way as you would speak, saying same things you would say to your customer in real world. And how do you know what to say? Become your customer.

Pretend you are one who is viewing your offer or reading your sales message. As if it was you who was thinking about spending your money.

What would you want to know about your product?

Think about questions you would like to have answered before you would spend your hard earned money and answer them.

Tell person who is reading your message answers to her questions. Remember, your customer is feeling just same way you do each and every time before they make a purchase.

So speak when you write, just same way you would if you were talking face to face. And you'll be amazed at what a difference it will make to your sales.

4. Reaction Theory

My theory is that reader will react one of three ways.

a) They will react positively and most assuredly move into fifth and final stage of sale.

b) They react negatively and your efforts have failed.

Please note that you may sometimes use what I refer to as "Negative Advertising". This is where ad copy will draw consumer in by creating a negative atmosphere by openly attacking it's competition, another third party or even reader themselves.

c) They have not yet formed a substantial opinion. These are your most critical prospects. The other readers have already opted to continue or abort based on opinion they have already formed. These people have not yet drawn a strong enough opinion to pull them through this stage.

5) Your potential customer now decides to take that final step of action. It all comes down to this:

a) They buy your product, try your product, or ask for more information. But no matter what, your potential customer is now a legitimate sale or lead.

b) They have followed through and decided against you.

If you have made sale, Congratulations! You must be doing something right!

If you have not, here are things to consider:

When writing your ads, leave a tag on end of your URL such as:

When I check my web site statistics, I can tell just how many clicks I have from this article, by watching for tag (?fawss). If ratio is low, I know my ad needs more work. If ratio is substantial, then it comes to reason that problem lies at web site and copy there in.

The "web site" makes tracking of this individual much easier. If you track movement of reader from time that they enter your site from ad, you can assess strengths and weaknesses web copy. If you find that many have made it to your site, but have not purchased, you are better able to see where you are losing them by tracking their movement. For this reason, you may want to divide your copy into different pages "stringing" reader from one (tracked) page to next.

Website owners, don't forget about that second impression (Invitation & Follow-Up). If you can obtain their email address voluntarily, you have a much better chance of regaining some of those lost clients, by creating a good follow up system.

Remember: "Not Now" does not necessarily mean "Not Ever".