e are drawn to stories but are instantly bored with facts or claims. Think of what interests you when you read: You may force yourself to read dry specifications on something you're really interested in--like the specs on a sports car, for instance. But never assume your visitor will be automatically interested in what you're selling or promoting based solely on facts, specs, claims, or information of any sort by itself...

Unless those facts are accomp

If you plan on selling anything online or off--whether your product is a digitally-downloadable e-book or 'hard' merchandise, you'll need to pretend to be a copywriter.

One easy way to write as if you are a seasoned copywriter, is to have on hand examples of great ad copy that you can refer to. This reference will be your "swipe file."

A swipe file is simply a folder with copies you've "swiped" of good-performing sales letters. How do you know if a sales letter is good-performing or not? If it sucked you in, then it's likely pretty good! Think of the sales letters that wooed you into a purchase. Print out these pages for when you want to create your own sales page. (Google search for the products you've already bought, or were tempted to buy, in order to be taken back to the sales pages.)

But don't violate copyrights by copying any of your sample ads word-for-word. Instead, use them as a guide. You may find that you'll want to combine the strategies from two or more into your one sales page.

Before you start writing, it's important to know how to "speak" to your target reader. Remember that most people use the internet NOT looking to buy something, but for information on something--even if it's just mindless surfing for news, weather, sports, entertainment, email, etc.

Just think about your own experiences online. Yes, you've bought stuff online. But 99% of the time you're online, you don't have your credit card handy. This is an important thing to remember--THE most important thing right off the bat to remember when it comes to writing your ad copy. Because you've gotta turn "browsers" into buyers. Not only that, but always remember that the public has grown tired of hyped-up ads that scream "advertisement, click here."

So How Do You Turn Browsers Into Buyers? Remember that people are drawn to stories but are instantly bored with facts or claims. Think of what interests you when you read: You may force yourself to read dry specifications on something you're really interested in--like the specs on a sports car, for instance. But never assume your visitor will be automatically interested in what you're selling or promoting based solely on facts, specs, claims, or information of any sort by itself...

Unless those facts are accompa

a sales letter is good-performing or not? If it sucked you in, then it's likely pretty good! Think of the sales letters that wooed you into a purchase. Print out these pages for when you want to create your own sales page. (Google search for the products you've already bought, or were tempted to buy, in order to be taken back to the sales pages.)

But don't violate copyrights by copying any of your sample ads word-for-word. Instead, use them as a guide. You may find that you'll want to combine the strategies from two or more into your one sales page.

Before you start writing, it's important to know how to "speak" to your target reader. Remember that most people use the internet NOT looking to buy something, but for information on something--even if it's just mindless surfing for news, weather, sports, entertainment, email, etc.

Just think about your own experiences online. Yes, you've bought stuff online. But 99% of the time you're online, you don't have your credit card handy. This is an important thing to remember--THE most important thing right off the bat to remember when it comes to writing your ad copy. Because you've gotta turn "browsers" into buyers. Not only that, but always remember that the public has grown tired of hyped-up ads that scream "advertisement, click here."

So How Do You Turn Browsers Into Buyers? Remember that people are drawn to stories but are instantly bored with facts or claims. Think of what interests you when you read: You may force yourself to read dry specifications on something you're really interested in--like the specs on a sports car, for instance. But never assume your visitor will be automatically interested in what you're selling or promoting based solely on facts, specs, claims, or information of any sort by itself...

Unless those facts are accomp

. You may find that you'll want to combine the strategies from two or more into your one sales page.

Before you start writing, it's important to know how to "speak" to your target reader. Remember that most people use the internet NOT looking to buy something, but for information on something--even if it's just mindless surfing for news, weather, sports, entertainment, email, etc.

Just think about your own experiences online. Yes, you've bought stuff online. But 99% of the time you're online, you don't have your credit card handy. This is an important thing to remember--THE most important thing right off the bat to remember when it comes to writing your ad copy. Because you've gotta turn "browsers" into buyers. Not only that, but always remember that the public has grown tired of hyped-up ads that scream "advertisement, click here."

So How Do You Turn Browsers Into Buyers? Remember that people are drawn to stories but are instantly bored with facts or claims. Think of what interests you when you read: You may force yourself to read dry specifications on something you're really interested in--like the specs on a sports car, for instance. But never assume your visitor will be automatically interested in what you're selling or promoting based solely on facts, specs, claims, or information of any sort by itself...

Unless those facts are accomp

tuff online. But 99% of the time you're online, you don't have your credit card handy. This is an important thing to remember--THE most important thing right off the bat to remember when it comes to writing your ad copy. Because you've gotta turn "browsers" into buyers. Not only that, but always remember that the public has grown tired of hyped-up ads that scream "advertisement, click here."

So How Do You Turn Browsers Into Buyers? Remember that people are drawn to stories but are instantly bored with facts or claims. Think of what interests you when you read: You may force yourself to read dry specifications on something you're really interested in--like the specs on a sports car, for instance. But never assume your visitor will be automatically interested in what you're selling or promoting based solely on facts, specs, claims, or information of any sort by itself...

Unless those facts are accomp

e are drawn to stories but are instantly bored with facts or claims. Think of what interests you when you read: You may force yourself to read dry specifications on something you're really interested in--like the specs on a sports car, for instance. But never assume your visitor will be automatically interested in what you're selling or promoting based solely on facts, specs, claims, or information of any sort by itself...

Unless those facts are accompanied by or woven into a story. Have you ever read specialty catalog ads like in "The Sharper Image" or "Hammcher Schlemmer?" Those companies do so well because each product has a personal story attached to it. Even if the "story" is only a paragraph.

We all love stories because we can relate to almost any story. As a result, we subconsciously put ourselves into the shoes of the person telling the story. Stories arouse enthusiasm in us. Now imagine what this does to your site visitor: He or she will forget they're reading a sales message!

Three of the best copywriters in the world are Gary Halbert, Gary Bencivenga, and John Carlton. Why are they so good? Because they know the value of weaving an interesting story around the product or service they're writing about.

So don't ever forget the bit of sage advice about copywriting advertising: "Facts tell, stories sell."