You can get more sales with your sales messages by making sure they always include following 7 key features.

1. A Captivating Headline

Always include a captivating headline at top of your sales letters and web pages. An enticing headline captures your reader's attention and compels them to read more of your message.

The most effective headline is a short dramatic statement promising a benefit. For example, "Easy Way to Double Your Sales".

2. Believable Claims

If actual results you can produce for your customers sound too good to be true, they will assume it is not true and they will not buy. Understate any claims that sound exaggerated even if they are true.

3. Authentic Testimonials

Testimonials from satisfied customers prove you lived up to your promises in past. They overcome your prospective customer's skepticism and replace it with confidence in you and claims you make.

Develop habit of asking your customers and clients for testimonials. Then use them in all your marketing efforts. Get permission from your customers to include their real names and addresses with their testimonials. Testimonials from real people are believable. Anonymous testimonials are not.

4. A Motivating Offer

Your offer is only reason people respond to your advertising. They want "deal" you are promoting (free information, special price, free bonus with order, etc.). Include an enticing offer in every sales message. A strong offer will maximize number of responses you get.

5. A Risk-Free Transaction

Do you know major reason why people often hesitate to buy something - even if they want or need it? They do not want to risk getting something different than they expect.

Like Dorothy with ruby slippers in Wizard of Oz, they already had most of what they needed for a solution, but they didn't know how to use what they had. They needed to investigate who their buyers -- especially their highest-spending and most frequent patrons -- were. In doing so, they'd learn how to clone their best customers.

The general principle: Discover characteristics of your current customers and use that knowledge to reach more shoppers just like them.

The clothing store already knew age range, income level and some cultural interests and hobbies of its clientele. I suggested that they find out which newspapers, magazines and TV and radio programs their buyers read, watch or listen to, as these might prove prime advertising vehicles. Once ads are running in many places, you can also ask customers which media outlet persuaded them to come into store, although many buyers don't remember this information.