Doesn't it suck when people don't respect the price you charge? When they always want a special deal? Well guess what? It's probably YOUR fault! When people ring around for quotes on price, and it happens a lot with Yellow Pages directory ads, they'll ring 2-3 businesses usually. That's what everyone has been 'trained to do as consumers, and it's the ads that force them to.

Headlines are one of your biggest weapons for getting more people to notice your advertising, for whatever medium you choose to use. Now you are using headlines, aren't you? And NOT your logo - that's not a headline. Only one person cares about your logo, and that's you.

Whereas a headline is something every single one of your prospects will be glued to like a kid on a cartoon.

Once you've written your ad or sales letter, you've got a killer headline, a strong guarantee, you've gained your reader's trust and respect with evidence and testimonials, and you've got them excited and wanting to respond, then there's one critical thing left to do... Get them to take action NOW, and order your product or service!

The biggest difference between a weak sales letter and a really strong one is a weak one can tend to fade away towards the end and lose momentum, while a strong one will continue to build excitement in their reader all the way right to the end.

One of the biggest challenges you need to overcome in order to create more sales in your business is getting people to trust what you say. Now you may very well have a great deal of integrity and be very trustworthy when it comes to your business (and I'm sure you are). But do your customers know that? And how can you make sure that they do?

'Lack of trust' is a big problem in advertising.

Today I want to share with you a few tips on how to get people more excited about what you sell. Wouldn't it be great to have customers so excited to buy what you have that they're tripping over each other to get it? Well then, the one thing that can really make or break your ad or sales letter is the offer. My aim is to create the most irresistible offer I possibly can, so that people would feel silly if they didn't take advantage of it!

Let me give you an example: Let's say I want to offer you a $30,000 car.

I'd like to talk to you about your voice. This could be a bit difficult considering I've probably never heard your voice before. Actually, I don't believe anyone has really heard your voice! Do you know why? Because you're too afraid to let anyone hear your real voice. I'm talking about your advertising voice of course, and no-one has heard it because it's much easier to run with the crowd and have the same voice as everyone else.