If you are like many professionals, you know your subject, you are an expert in your field. You are even passionate about it! What you may not know is how to tell people about your services and products to get them to buy.

Your home page needs passion. You have only 10 seconds or so to impress your visitor. Make sure you don't have long paragraphs of bio or description of your mission, service, or book. Visitors, who really are potential clients or customers, want to know what's in it for them. Make every word count.

Place most important messages in top half of your Web home page.

"How to Transform your Home Page to Pull Sales With Passion Copywriting"

1. Prepare a list of benefits for each product or service. Some of top benefits are making money, saving money, creating loving relationships, saving time, disappointment--anything that solves person's particular problem. Be sure to survey your friends and associates, ask them to vote on which phrases compel them to buy. Ask them to add words or phrases that would convince them. Benefits sell.

2. Prepare a list of features. These describe your products and services. They are parts of your book such as charts, tips and how-to's. These are ways you can help your clients such as phone coaching or teleclasses.

Choose best five benefits and features. Combine them. For example: "Seven Ways/Steps to Quadruple your Online Sales Within Four Months." The ways or steps are feature, specific benefit is "quadruple sales within four months."

2.. Include a benefit-driven headline for each product or service.

I believe it was Mark Twain that once said, "If I would have had time, I would have written a shorter letter." His point being... it takes much more thought and time to write a short, concise piece than a long one. It's true, too!

Think about it. How hard is it to get your point across in a very limited amount of time or space? Ever tried to write copy for a postcard mailing? How about a 30-second radio commercial? How do you tell customers everything you want them to know in just a few words? Truth is... you don't.

Short copy has some special considerations. The first (and most important) is that it isn't meant to make sale. Then why do you write it? *To spark interest!*

Short copy plays an important role in advertising process. It can be used as a lead generation tool, an announcement, a teaser to build interest, and in lots of other ways. Extremely short copy is simply meant to lead to other means of closing a sale.

Postcard mailers might instruct reader to send for an information package. Pay-per-click search engine listings will guide reader to a Web site just full of copy. Ezine ads do same thing. Small display ads in newspapers or in-store signage may encourage reader to get more details. You get point.

Short copy needs to be extremely targeted. For example, if you're running a small display ad in a magazine you'll want to take into consideration "why" readers bought that magazine. Then create your headline and copy to speak to their special interests.