Writing about your products bores your readers. Writing about their problems grabs their attention.

People don’t like to be addressed as a crowd. They prefer to read something that addresses them personally, directly.

You may think details aren’t interesting. You might be inclined to leave them out, but facts and details sell.

Often people want to get to know you more personally. Rather than focus on an immediate sale, get web visitors to sign up for your e-newsletter.

start with asking your customer why they hesitated to buy from you, and then discuss how happy they are now

Each page needs to have one main call-to-action. In a color that stands out. And that tells people exactly what to do.

Specific details add credibility to your story and make you more persuasive.

consistency principle.

assume that potential customers will not make an effort to understand what you’re about.