------------------------------------------------------------ copyright (c) Pavel Lenshin ------------------------------------------------------------

Selling online is mostly about psychology of people. Consumer marketing evolves to extent when right psychology attitude to customer plays crucial role in game called product selling. This process like any other has two opposite effects: positive and negative.

Firstly about positive effect, which is that companies start to find SOLUTIONS to people's problems and needs more actively. No need to develop feature that doesn't solve any particular problem of consumer market. Customer becomes epicenter of professional marketing activity.

What may be negative with this process? The answer is HYPE! People don't compare products' features any longer, in other words, they don't compare facts, hard cold facts about products/services. They compare professionalism of copywriters, who have written respective sales copies. The more trustful sale copy sounds, more beneficial it will seem to potential buyers and, therefore more chances of closing a sale. Have you noticed any reminder of quality of product itself anywhere? Neither do I. That is what I meant by mentioning negative effect.

I truly believe that your business offer is of high quality and rich on both features and benefits. Below we will examine most adequate elements of your sales copy.

Headline

Your headline should point to biggest advantage or solution your product offers. It must be catchy and clear. Some hidden, but understandable meaning may reinforce your headline. If design of your web-page is not too amateurish, you will have all chances that visitors will read your web-site headline and behave in accordance with psychological effect they got.

Short Description

One, two sentences of core idea behind your offer. While "surprises" or "pleasant secrets" you may leave for a desert, visitors should have clear understanding of what your offer is. Your one line headline may not be able to explain visitors what your product is all about. On other hand, if you are web-hosting reseller, there may be no point in additional description as anyone who wants to put his/her web-site online knows what web-hosting is about.

Sub-headlines

Those who don't have much time or just check your sales copy for "relevancy" will scan your copy by sub-headlines making decision about is your copy worth their time spending. In this regard your sub-headlines should be intriguing and develop positive image about your offer. With their help you also have an ability to point visitors' attention to some crucial ideas or explain some controversial moments.

Features/Benefits

For me benefits and features are twin-brothers. I don't like much when I am being told about "unbelievable benefits", when I cannot compare features and make my own judgments. Average customer cannot make right decision basing solely on benefits - it is not hard to write that your offer is best. To make a picture clear you should also provide visitor with features, to reassure him/her you don't have to hide anything, because your offer is THAT Damn Good! I hope it really is :0). For pleasure reading it is suggested to present them in form of a bullet list.

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