But selling online brings its own set of challenges. One of most difficult being able to establish a one-on-one, personal customer relationship.

So how to overcome anonymity of computer screen and create this critical bond?

One of simplest ways is through your words.

Words are your online ambassadors, so why not have them reflect your personality?

If you're enthusiastic, write enthusiastically! If you're thoughtful, let your words convey this, too.

A great example of someone who does this extremely well is Bob Gatchel, Mr. Internet Cheapskate himself. On his website (http://www.internetcheapskate.com) and through his emails, you soon come to feel like you know him personally, that he's your best friend.

How does he do it? By adding emotion, writing in facial expressions and by carefully using capital letters for effect. The end result is representation of a VERY ENTHUSASTIC person.

Which, having seen him at a seminar, he truly is in real life. In his writing, Bob really lets his personality shine through.

You can do same. By writing like you speak (or 'writing in your own voice.')

In school, they try to teach ou 'writing for business.' The pressure was to be 'textbook perfect.' Nothing is further than truth. Actually opposite holds true.

You are attempting to make a connection - one living, breathing human being to another.

[Before going on, I wish to sincerely apologize to Mrs. Williams, my tenth grade English teacher, for what I'm about to recommend...]

It’s about 7:00am and time to start my day. While my exact routine varies, one of first things I always do is check email. As flood rolls in, I have my finger poised on delete button… aimed and ready to fire. But then something catches my eye.

On this morning, I decided to take a closer look at one email in particular. That led me to also lend a critical eye to some other ads as well. So below, I’ll give you my evaluation of a few of many email ads I’ve received… which ones got my attention, which ones I just rolled my eyes at… and why.

Attention Getter

Here’s one that is well targeted, indeed! The headline read: “Inquiry About Becoming An Affiliate.” That got my attention because my copywriting course does have an affiliate program. I’m always interested in adding new affiliates to group. So I read on.

Part of message is below:

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Good morning. I would like to inquire about possibly working with you and your company on an affiliate basis.

My company maintains a fresh, 100%, opt-in email database exceeding 15,000,000 qualified consumers. These consumers have specifically requested to receive purchase information regarding your product(s) or service(s).

If you're interested, I would be glad to speak with you about a cost-per-action (CPA) email campaign that WILL make additional sales and generate alternative revenue.

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While generic line about my product(s) or service(s) let me know immediately that this was a “canned” ad, it still gave me something to think about. Did I respond? Yes! Why? If I could get copywriting course in front of over 15,000,000, and pay same affiliate commission I was paying anyway, what would I have to lose?

Rolling My Eyes

However, among pile of emails were some real duds. I must get 10 of these ridiculous emails a week. You’ve no doubt seen them, too. They say something like “I joined this program a few months ago and promptly forgot about it.” Oh please!