1. CONVERT BENEFITS INTO FEELINGS

People usually buy a product or service because they expect to feel a certain way after purchase. Keep this in mind as you develop your ads, web pages and other sales tools.

Use vivid word pictures to dramatize pleasant feeling your customer will experience when enjoying benefit produced by your product or service. The following portion of a business opportunity ad I saw recently illustrates this concept:

"No boss. No schedule. No debt. Money to buy what you want and lots of time to have fun."

2. DRAMATIZE THE FEELING OF LOSS

After telling your prospect what they will gain from buying your product or service, tell them what they will lose if they do not buy it. Most people fear loss more then they desire gain.

Strengthen your selling appeals by reminding prospects of what they will lose if they do not buy from you. For example, above business opportunity ad becomes more powerful by adding following:

"Or... continue building wealth for your boss while you struggle month after month just to pay your bills."

3. REDUCE PRODUCT CHOICES

Promote only 1 product or service each time you advertise. Most people have difficulty selecting one product to buy when their decision forces them to delay or reject buying something else they also want. When prospects cannot make an easy choice they often make no decision at all -- and you lose sale.

A good LONG sales letter is classic way to capture your customer's mind AND heart.

I'm talking about a web site page that has at least 900 words (about 3 pages worth of copy on a word processor.) Long letters also work well for sending through mail or including in sales packages. They can be three pages, six, even twelve pages of copy.

Here's why long copy works. Only a very few of us buy things on a whim. More than 70 percent of people like to get more details and think about it before buying. The problem is most folks never get around to buying if they walk off to think about it. There are just too many other tasks competing for their attention. This is especially true for web sites where customer has one zillion other sites they can buy from.

Long copy gets interested customer even more interested. While they sit reading your engaging copy for one, three, even five minutes, they become logically and emotionally involved in your copy. While they are reading, they are getting more information and thinking about purchase. This is EXACTLY what majority of your customers need to make a purchase.

But how to you get a long sales letter? It's not as hard as it looks if you know how.

Start with a headline. Good headlines focus on one key goodie customer gets when they buy for you. SAVE TIME...EARN CASH...LESS HASSLE...SPEND LESS--are all good benefits to start your headline with.

Follow your main headline with a second, smaller headline. This one can be a bit longer and give a few more key details about your offer. Your first and second headlines might look like this:

SAVE TIME WITH MONTY'S NEW MONKEY GREESER!

Nothing is more embarrassing than having a squeaky monkey. Monty's patented grease makes your monkey run smoother for years.