And finally, once you've got your sales letter or ad set up in this clean and simple format, make sure you're using clean and simple language to match, and not gobbledygook.

We all know what gobbledygook is, it's that overcomplicated, cliched and unnecessarily formal language that can either totally confuse us or just put us to sleep. Either way it loses customer, and loses you sale.

In an effort to seem smart or serious or professional, bad business writers often end up using gobbledygook. I see sales letters and emails all time with business-speak phrases like "in our considered opinion" and "enclosed please find." This makes seller sound stuffy and unapproachable. Simplify these into everyday language. Write how you would speak: "we think" and "here is," are much better choices. Customers relate to conversational language.

If you follow these pointers you should be able to come up with some pretty good copy. Keep plugging away at it, and you'll find you get pretty good. Who knows? People might even start coming to you for writing advice.

4. Structural Persuasion:

How do you persuade people? It's simple! By meeting their needs and aspirations, which is not always so simple. Persuasion is not a science, but an art. Art is a form of expression and so is presenting an your selling idea. The most critical part is entry or beginning. First impressions are important in any part of life. Presentation is no exception. In everything that you communicate, whether it's first sentence in your copy or first thought in your presentation, you must be concerned with that vital step. In today's "advertising congested" world, you must fight to get your presentation noticed. That's why first words and visual stimuli are so important. You must literally capture your reader or viewer immediately.

So what about rest. Try starting out with a rough outline of presentation with titles and subheads for each part of presentation sequence. Think about toughest questions that will be asked and supply them with answers. The more doubt a client has, less likely they are to believe in what you have to say. Always know what you are doing and where you are going with it. Know where client is and how to get them where you want them to be. Be organized and sequential. Do things step by step and by numbers. For best results, learn to organize your thought processes and develop good organizational habits. Your layout and presentations will reflect this.

5. Solving Problem:

What's problem? The problem, or should I say problems, are "needs and answers". Clients have needs. Knowing what those needs are is an essential factor in solving problem. You can't present a solution without first knowing that they have a need for one. You must also provide client with answers, answers to questions they haven't asked. If you can fill "needs" and answer "questions" you can "Solve Problem"!

Remember: Salesmanship = Strategy + Structure + Style - Doubt