First, imagine you just heard that sleeping on a Wonder-Nail Bed
for six hours a week will generate at *least* an extra $100,000
annual income. 

Wow, you think to yourself, I thought I'd heard everything, and you
click their link, purely out of curiosity (or the need for a good laugh).

You find a gigantic graphic with happy couple sleeping peacefully
& looking really comfortable and $$$ all over the place... so you
chuckle and continue reading all the benefits and features of
Wonder-Nail Bed so that you can see what they are claiming and
find out the price.

The descriptions are vivid and the implications of guaranteed
wealth serve to make you continue, even though you are
incredulous at the mammoth claims, you can't seem to quit
reading...

Finally, the closing ...

We hope that you are now fully convinced that you need to buy
this amazing bed!  All you need to do is sign and fax our contract
if you want delivery of your new Wonder-Nail Bed right to your
home in just two business days!

More sales jargon..... We just know that testimonials keep pouring
in!  So, we hope you won't be making a bad decision by turning
away from this outstanding offer today.

Ok, you've seen the gist of the salesletter.  There are five words
that really will destroy your sales efforts if they are misused in the
way they are here.  Those five words are 'if', 'buy', 'contract', 'hope'
and 'bad'.

How should you not use them?  Look how "bad" and "hope" were
used.   "We hope that you will be fully convinced that you need to
buy..."  and then "...we hope you won't be making a bad decision...
" simply serves to insult the prospect's intelligence and indirectly
implies stupidity if they don't buy.

Using 'hope' as in 'hoping the reader is convinced' implies you are
not very confident in your own products,.  And saying "...you need
to buy..."is almost always an instant turn-off.

Instead, why not entice them to own it:

Just so that you don't wake up in the sea of regret, instead of in your
new Wonder-Nail Bed, may we suggest our two-week, no obligation,
in-home trial?  Get all the exciting details at the bottom of this page. 

Now you have their curiosity aroused, instead of their resistance.

Next, did you notice how "...sign & fax our contract if you want ..." 
aroused the 'Oh-No-I-Won't-Sales-Resistance-Flag" immediately
in your mind?  'Contract' and 'if' used in this way strikes fear and
arouses a stubborn and instantaneous mental "NO!" when you
*demand* that your reader take action.

Nobody ever wants to make a bad decision.  Nobody wants to be
made to feel inferior or silly if they don't agree with you, and nobody
wants to be told what to do or to buy from people who lack confidence. 

If you always treat your prospective customers with respect, honesty, and as the intelligent beings which they are,  you will gain more sales,
more friends and more referrals for your business than you ever
dreamed possible.

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Donna Maher RN/Publisher-InspiraSeed/Graphic Artist/Webmaster
can be contacted via this page: http://trakm.com/email-donna.php
Need more SE attention? See http://autonewsequalizer.com/news 
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