Even if your discount or special bonus gift is impossible to refuse, your visitors may decide to "come back tomorrow" and never return. An expiration date (today or tomorrow) compels them to buy now.

If offer is a permanent fixture on your website, you can use Javascript to give each visitor their own deadline. (The "current date" script works nicely if you don't collect email addresses to follow up.)

Don't worry about whether visitors are savvy enough to realize they can get same offer if they come back tomorrow, it will still increase your responses. I know - this trick has gotten me to buy some expensive information packages! However, if you are uncomfortable with using Javascript, you can continuously update your website with new offers and expiration dates or use cookies to send repeat visitors to a page with a different offer.

A few people may be put off by use of Javascript and feel like your offer is a "lie". These people are minority, but if you are selling software, computer equipment, or information geared toward internet and computer professionals, it will help not to use a "midnight" deadline. Avoid mentioning a specific time or offer a time when you might actually update your website, like 2pm.

(People who know Javascript just assume if you offer a time offer expires - especially midnight - that deadline is generated by Javascript. They can find out for sure by reading your source code.)

When I first heard about this technique, I was afraid to use it. It seems somehow immoral to give a "phony" deadline. Here is my justification:

We have all at one time held an expiring coupon in our hands and become determined to use it immediately (or watched a family member or friend do it). We trust coupons, we believe in coupons, and we never once think they are bad in any way even if we never use them ourselves.

Almost all coupons have an expiration date. Why? Because expiration dates work. They propel people into store/restaurant so they can get a good deal.

I cringe with disgust as I notice how enthralled these companies are with themselves. For instance, a sales letter I received late last year stated: "We have been in business for 10 years"

"I am certified in three different areas..."

"I know this is kind of service you've been waiting for"

"We serve clients in Los Angeles area"

Now, if your thinking what I'm thinking...

"WHO CARES?"

There wasn't one mention of anything that benefited me in letter. It spoke only of themselves, with a proud self-serving tone. Why would I do business with someone that doesn't care enough to learn more about my needs, wants and desires? This guy was too busy telling me about himself.

He's not alone, however. Almost every direct mail piece I receive in mail is filled with "I", "me," "our," and "we."

Now, it's really not all that practical to write a letter without saying "I," "we," or "our" - but you should certainly have word "YOU" 5 or 6 six times for every reference to "us" "we" or "my company."

Here are some examples of how you can easily change way you present yourself from a "ME" mentality to a "YOU" attitude."

Instead of...