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So it's Monday and that means another week of mayhem and madness for us. Later in the week we'll be off on a very long road trip so we can attend a family wedding but before then we have to somehow fit five days worth of work into just half that time days.

We thought we were going to have a fairly smooth run because we had everything planned but ... well the best laid plans of mice and men and all that. It's not that we forgot to incorporate everything into our planning but more a case of a couple of mainstream clients suddenly had brain farts over the weekend and now we're trying to get stuff done for them before we go away.

While those two clients had big things that they wanted us to get moving on before we headed off another client wanted something quite small done and I was able to knock that over in just five minutes. All that was involved was removing an old specials package and replacing it with the latest offer so it really wasn't a drama.

Get their attention
The client did want to make sure that the link to the page that lists the specials package was hard to miss and that was quite simple. A bright color for some of the text ... a power word that attracts people and placement right where most people are going to look and it's guaranteed to get the reaction you want and the link won't be missed.

I didn't even have to mess with the overall design of the page that it's on ... it was just a change of color for the power word that's located right at the start of the sentence and a word that you know people are conditioned to stop and look at and that was the easy part ... lots of visitors to that site will click through to the page where the details of the specials package are set out.

But what do you do on the page where all those people are going to land? What do you have to do to ensure that you've got the best chance possible of convincing all those people to buy what you're client is selling?

Engage them
Well the first thing to do is to stress the benefits of buying the product and to do that you talk to them in terms of 'you'. 'You' will save money ... 'you' will see something that you've never seen before ... 'you' will have a unique experience.

Do you see how all that focus on the word 'you' brings your marketing message down to a very personal level? All too often people who think that they know all there is to know about marketing talk about 'we'. 'We' will give you this ... 'we' have been in business for a million years so 'we' are reliable ... 'we' want you to have ...

And when you talk in terms of 'we' the impact of the message is gone. When you use the word 'you' in your marketing the message is about the person who is reading what you have written but when it's about 'we' the message isn't about the person who is reading it and so it doesn't have the same impact ... the same relevance ... as it has if you use the word 'you' in your sales pitch.

Add some urgency
Depending on what you're selling you may also have to give a site visitor an extra reason why it's important for them to act now ... perhaps the price point is amazingly low ... perhaps it's a time limited offer ... perhaps there's only a limited supply of what you're trying to sell. Find that extra reason ... add it to your sales pitch without over-doing it and you will have a far better chance of converting that site visitor into a paying customer.

Short punchy sentences
Ok so it's all about 'you' and there's a very good reason why you should buy what I'm selling but you can still lose that customer if your sales pitch is too long. So you need to use short sentences that have plenty of impact and incorporate those short sentences into a short sales pitch.

Make sure you clearly define the offer and show them what the benefits are of buying what you're selling but don't ramble on and on. If you can't sell your site visitors on buying your product in two short paragraphs of two to three sentences each then do you really think you'll sell them on anything if they have to scroll six times to get to the end of your rambling rubbish?

Yes, I do know that there are many who think that those dreadful sales 'letters' that you come across on the Net from time to time do sell ... but they're definitely not going to sell in adult and they're probably not selling all that well in mainstream either.

So on the page where my client wanted his site visitors to go to they got a total of five sentences. The content of every sentence was focused directly on the people visiting the page ... it clearly showed that they were going to save money and that the supply of the product was not infinite ... and the text also reminded them that this product is unique and they can't pick it up anywhere else.

If short punchy sales pitches are working for you in adult then try them in mainstream ... they work there too.