In order to make your web site "unstoppable," you must write your copy like any letter - from the top - down.

1. You must provide valuable content for your visitors. 

How many web sites do you see that are just one big ad? (Answer: way too many.) The solution is to put helpful, useful information in your web site. To spark an idea or concept that perhaps the reader is unfamiliar with.

2. You must capture the names, mailing addresses, and email addresses of your visitors. 

When someone stops by your web site, that is NOT the end--it's the beginning of a relationship. To make that relationship happen, you must capture information so you can begin a dialogue with your potential customer.

3. You must present a complete, compelling case for buying your product or service. 

Most people make the mistake of trying to sell too many products in a web site. They often feature big pictures and sparse text. It takes a lot of information to convince someone to order from you. Don't be afraid of writing a letter that's too long. Your letter can never be too long, only too boring.

4. You must present your offer in a clear, concise manner. 

Far too often I visit web sites that are cluttered beyond comprehension. Take control! Lead your prospect through your complete offer, and continue leading straight to the order form.

5. Pick two or three of your hottest products/services and write individual sales letters for each one. 

Each letter should have a headline, an opening that grabs you, a clear presentation of features and benefits, a price and a compelling reason to act now.

The 12-Step Web Page Sales Letter

1. Headline 

2. Opening Hook 

3. Features and Benefits 

4. Unique Selling Proposition 

5. Credibility 

6. Bullets 

7. Price and Bargain Appeal 

8. Guarantee 

9. Don't Decide Now 

10. Bonuses or Price Discount 

11. You Can't Lose 

12. P.S. = Money

This is the formula for writing a sales site that will ratchet up your sales by a minimum of 25%. It's based on knowledge of psychology of human behavior.

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