By far biggest reason most web sites don't sell as much as they could is due to a single problem. The words on their opening page don't do their job.

On Web, you only get a few seconds to grab new visitors and keep them. If wording on your opening page is falling down on job, no one will stick around long enough to buy. Your site is finished before it even gets started.

Over and over again, everywhere I go on Web, I see sites that are shooting themselves in foot. The opening page has too little information to hold a visitor. Or opening page has plenty of information, but it is too hard to make heads or tails of. Or opening page has too much information, so much that new visitors get lost.

Given few seconds visitors spend on a new site, they just don't have time to carefully study a site's copy to figure out what owner intends for them. Your copy needs to IMMEDIATELY hit visitors squarely between eyes.

Here's how to do it.

Distill what you have to offer down to your most popular and powerful product or service. Don't throw a whole selection of products at new visitors. Just give them one good one they can sink their teeth into.

Next figure out one most powerful advantage your product or service gives customers. Also think about what kinds of visitors are most likely to buy. Once you have these two things in mind, you're ready change your copy so it grabs visitors and makes them buy.

Give Your Page a Headline. Start your page with a headline in big type. Begin your sentence with an action word. Look at title of this article. "Make this one change to your web page and double and triple your profits."

I don't say "here are 27 ways," I just promise you one. Then I give you a powerful benefit this change can bring. Do you want to double and triple your profits? Absolutely. Most people continue to read article.

The same principle works for your opening web page. A big, fat, exciting headline is quick and easy to read. It pulls people into copy that follows it.

Instead, a good hypnotist will simply issue a command, "When I count to three, you will close your eyes," or, "When I snap my fingers, you will bark like a dog." The subject responds because they want to please hypnotist and because they don't have much of a choice.

Your prospects are nearly same. Give them too many "reasons why you should buy" and you risk boring them, overwhelming them, or irking them. Give them "one hypnotic command that always works" and they will do your bidding.

Want proof? Okay. Answer me this: Why are you reading this article?

I'm betting title for this article promised you something you felt would be worth your reading to get. You want to know one hypnotic command that always works so you can use it to increase sales, get more dates, or in some way get more of what you want from people. Right?

But note that I didn't have to tell you all those reasons to read this article. I gave you *one* sentence---the title to this piece---and you decided to read it based on it alone. Any further reasons for reading this were supplied by you, not me.

What you just did was illustrate very point of this article. You are reading this for *one* reason. There may be subcategorizes to that one reason, but bottomline is that you are here, absorbing these words, because I've promised you one main benefit: The hypnotic command that always works.

The trend with best copywriters today is to pile on reasons people should buy product being offered, and to give an avalanche of testimonials to prove others love product. There is nothing wrong with this approach to creating sales letters that work as long as it ALSO contains one hypnotic command that works.

And what I want to suggest here is that hypnotic command

alone---when done right---is so powerful that you may not even need that long list of reasons to buy. You could feasibly write a hypnotic headline and follow it with a story and end up with some terrific sales. (Believe me, I've done it!) I know this may be a radical thought, but stick with me.

Just what is this "one hypnotic command that always works"?

It depends on your audience. When I was considering writing this article, I asked myself, "What is one thing my readers will want to know?" Since I know many of you have read my two e-books on "Hypnotic Writing," and you consider me a "Hypnotic Writer," that some deep insights into those subjects might intrigue you.

I further speculated that if I titled this piece "the ONE" command that always works, you would subliminally know there is one very powerful thing to learn here. And of course, "one" in headline refers to one thing I am trying to get across here. Follow?

Okay, okay. Here's my one point in a nutshell: Know exact one thing your prospects want and tie everything you say to it.

Let me explain: If you are selling laundry soap, you might list numerous benefits and features, everything from "smells