Selecting the right words is critical to the success of the sales copy. Sales people and
Network Marketing members aptly call it "pressing the hot buttons". You will want to do the
same for your own sales letter because it will be doing all the selling for you!

Recent research conducted at Yale University found that the following 12 words are the most
personal and persuasive words in our language. Be sure to use as many of them as possible!

þ You
Notice something? It is "you" and not "I". You see, the sales letter is about solving your
prospect's problem, not yours. You simply provide the solution. And when you write in terms of
"you", not only does it become more personal, you shift the focus of importance and limelight
onto your prospect rather than blatantly talk away or praising yourself.

þ Discovery
Sometimes, your prospect may perceive a problem he is facing as "cannot be solved" that he
wishes, "I hope there is a solution" or subconsciously thinking, "It would be nice if someone
had already discovered it". Thus "discover" or "discovery" is a powerful hot button to press
and use in your sales letter. For example, if you are facing a situation with your spouse and
fear that if the divorce is granted, you would have to part 50% of your asset, you would
probably wish there is a way to stop your divorce. What if I told you that I have discovered a
way? Sure, you would jump on that!

þ Safety
Most people are not risk-takers by nature, thus safety and security are appealing to them.
When you especially recommend a tangible product or service, you can automatically put a
seal of assurance by letting your prospect know that it is safe to use or 100% tested.

þ Money
Money, money, money - this is yet another hot button to press on! Let's face it, we are all
interested in money, whether we admit or make a self denial. Words such as "make money",
"save money" and "multiply the amount of money you already have" are hot buttons you can
easily tap on.

þ Proven
You want to convince your prospect that your product or service is already proven and tested
before being brought to the online public. It would really scare most people if they are to find
out that they are the first to test at their own risk of time and money. If you lose the sale, you
know why!

þ Results
No matter how highly you claim about your product or service in your sales pitch, your
prospect would only find you spewing hot air without the results. So, you showcase your
testimonials. So, you showcase your own results which you have personally tried with your
own product or service. Examples of results are: "I have lost 22kg in three weeks!" "I have
made $1,031.00 with DEF program!" and "With JKL Software, I have saved 3.5 hours
everyday in writing and submitting my articles to 1,211 directories!"

þ Love
Tap onto your prospect's positive emotion with this yet another hot button for you to press. Call
it passion if you want to, but here are some examples on how you can use the word "love" in
your sales letter: "Don't you love the idea of having plenty of free time with your spouse and
watching your children grow up?" and "You would love this program, because it can buy you
the freedom to travel".

þ Guarantee
I have mentioned it earlier but it is worth mentioning again: most people are non-risk takers.
They prefer certainty over uncertainty. Also, not everyone wants to be the first guinea pig. So,
you offer a guarantee. You let your prospect know that you shoulder ALL of the risk for your
prospect and he can test-drive your service or simply sample out your product for the next
30/45/90/180 days. Some even offer a lifetime guarantee, which makes your prospect feel
silly if he ever leaves your page without giving your offer a try. If your prospect gets what he
wants, well and good and if he does not, he can still ask for a refund. This is how confident
you are in your offer, and it can clearly show to your prospect.

þ Save
We would all do anything possible to save. In anything we do - we want to save money, we
want to save time, and we want to save effort. Be extremely sure to use this word in your sales
letter because everyone has the desire to save himself from a lot of trouble or even work. Here
is an example of how you can use the word "save": "For only $97, you can save yourself 10
years of guessing, credit card debt, risk, time, effort, and frustration!"

þ New
The word "new" automatically beats "old" anytime in terms of opinion, facts, and even
solutions. For example, in the past, people have to manually submit their articles to 100
directories. When you introduce your article submission software, you pitch in your sales letter
that this is the latest, new solutions that would enable your prospect to submit their articles to
1,000 directories at the click of the button! This is an example of a new solution beating the
old.

þ Easy
Don't make things look harder than it already is. Your prospect is probably willing to pay but it
had better be a good investment. Your prospect has already had enough troubles and he is
probably desperate for an easier solution. For example, if you have your own software for sale,
you state the benefit that it is user-friendly and that it does not require any programming or
technical skills on your prospect's part. It is that easy - even a half-brainer can run the
software!

þ Health
Health is a very HUGE niche on the Internet, and this word is a hot button to those who are
health-conscious. If you are selling a health product, use this word - no other exceptions!
Example: "If you want to feel good living your health life free from asthma (and spend less
money and pain the process), then may I suggest you get a copy of my Ancient Secrets To
Asthma Cure?"

Also noticed something else? The overused word "free" did not make it to the list.

Why Not Free?

"Free" is not a hot button. In fact in some cases, it is a cold button to press. You can use this
word when offering bonus incentives, but you want to make money - ultimately. This is WHY
you are in business. You cannot make money from free-loaders, period.

If the person has no intentions of buying from you in the first place, he is NOT your prospect.