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What is the most effective form of advertising you can think of? If you said, "The Internet," you are right - in terms of Return on Investment (ROI); but every effective form of advertising depends on good sales copy. In order to bring in unique visitors, your sales letter must be content rich. Once your prospects arrive at your web site, the results speak for themselves. If you have a good sales letter, your sales will increase - but what is the deeper purpose of your web sales copy? Your sales letter is the ultimate sales representative. When you think about it, your Internet sales copy is very inexpensive, compared to a sales staff that works 24 hours per day, seven days a week, takes no vacations, and will work without benefits. On top of this, the message contained within is exactly what you want to deliver. You just don't have that kind of control over your sales staff, no matter how good they are. Your sales letter should have the same integrity you have, so avoid making promises that you cannot deliver; there is no need for "trickery." The sales process itself is not trickery at all. It is the best sales presentation you can ever make without any distractions. If you have distractions, I guarantee this will lower your sales conversion rates. Therefore, each word of an Internet-based sales letter should have a concerted purpose. Capturing your prospect's imagination is the primary purpose of your headline. Now, that you see how the method works, you are ready to develop an "eye catching" headline. Don't be in a rush, but do make a note of your ideas. Each ensuing paragraph should tell a seamless story that maintains the reader's interest and addresses his or her desires. Great Internet sales copy will convince your prospects about the value of your product or service. Your sales letter is, in fact, a sales process that takes the most direct route toward closing a sale. You cannot afford to waste your own time, and that of your potential clients, with anything less than a great sales letter. Lastly, it should be pointed out that a good Internet sales letter, can and will, bring in sales in the neighborhood of $100,000 annually. It's up to you to deliver good customer service before, and after, a sale is made. When you choose to have great customer service compliment your sales letter, you have a winning combination. © Copyright 2006 - Paul Jerard / Aura Publications
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