Everything begins and ends with your copywriting. Good copywriting is a great deodorant. It can cover up and mask a lot of things that may stink about your home business, like an inferior product, poor website design, poor customer service, etc.

When writing an ad or sales letter, there are two critical points you must NEVER, EVER forget:

1. Most people don't make a buying decision based on logic. They make a buying decision based on their emotions. They justify their decision later with logic.

2. People don't want to feel like they're being coerced or pushed into anything. They want to feel like they arrived at a buying decision completely of their own free will.

Here's key: You MUST write every single ad and sales letter using following classic AIDA formula:

A=ATTENTION I=INTEREST D=DESIRE A=ACTION

Let's break down each letter, so that you can understand full import of formula:

A=ATTENTION: The very first thing your ad or sales letter must do is get your reader's attention. The very best way to do that is with an effective headline.

When it comes to copywriting, nothing is more important than your headline.

Believe it or not, just changing headline has been known to dramatically improve effectiveness of an ad or sales letter by up to 1700 percent!Yes, headlines are that powerful--and that important!

An effective headline will do many things at once. It will attract reader's attention, convey benefits by appealing to reader's self-interest and it will set stage for what is to come. It will also target audience for which it was intended.

But number one thing a headline should always do is answer question, "What's in it for me?" Why? Because that's all any of us really care about.

Next, we come to second letter in aforementioned AIDA formula: I="INTEREST". After you get your reader's attention, you want to get them "INTERESTED" in your product or service. You do that by immediately telling them what your headline promises. You don't waste their time with a bunch of fluff and garbage that nobody but you cares about.

Many scientists agree that our immune system is greatest possible defense against disease. Our immune system is more complex than antibiotics or other types of medicines. When we become ill, it is generally because our immune system has failed. Our immune systems have been weakened by pollution, chemicals, stress, poor diet, bombardment by electromagnetic forces, and many other factors that we face daily. For thousands of years, humans have tried to stay clear of germs. Due to a lack of consistent exposure, our immune systems have grown "dumb." There has been a major breakthrough in nutritional research. After more than four decades of research, long sought after transfer factor has been isolated and extracted for health purposes. Hundreds of research projects and clinical studies have produced a bio-active form of transfer factor. 4Life™ Research has patent rights to Transfer Factor™ and several patents on a product called Transfer Factor Plus™. Transfer Factor™ is not a vitamin, mineral, herb, phytonutrient, drug, or enzyme; it is a totally new scientific breakthrough.

Transfer factors do not cure disease or kill germs. Our immune system protects us from germs, cancer and disease. Transfer factors modulate and educate immune system. They can boost, strengthen, or suppress immune system (in case of autoimmune disease), but it goes far beyond these effects. According to renown medical specialists, such as Duane Townsend, M.D., Rob Robertson, M.D., and William Hennen, Ph.D., transfer factor is most significant breakthrough in health care industry in this century.

One of these patients has suffered from Huntington's Corea for more than 17 years. Huntington's Corea is a degenerative disease for which there is no cure. The brain cells completely die in these patients, and various body functions shut down throughout course of disease, including immune system. As brain dies, secondary illnesses set in, which generally are actual cause of death. We cared for her sister and father until they died, giving us a basis of what to expect with Cynthia. Also, we have observed process of disease in more than a dozen relatives in this area. Cynthia has lived longer with disease than her father, sister, or any of her relatives. Cynthia has been on Transfer Factor™ since April of 1998. The difference has been amazing! We have taken her off Transfer Factor™ for short periods to observe any differences. When she does not consume Transfer Factor™, she becomes ill with infections ranging from irritable bowl syndrome to pneumonia.

David Markowitz, M.D., a pediatrician with a patient base of 4500 children, is conducting an ongoing retrospective study of patients who are consuming Transfer Factor™. The children range from six months to nine years old. The children taking Transfer Factor™ have experienced 74% less illness and have used 84% less antibiotics.* Thousands of testimonies have reinforced these results. In my 30+ years in this industry, I have never seen a nutrient enter market with so much science, clinical studies, and research supporting its effectiveness as does Transfer Factor™. Presently, clinical studies are being conducted all over world with transfer factors. You don't have to wait for years until this product is navigated through media and medical society. You can experience this cutting edge science now!