There is a lot of concern over the sending of commercial email messages. Governments have passed laws that need to be followed by ethical marketers. Add to that, that you can be falsely accused of sending spam and you may decide an email marketing campaign just isn’t worth the risk. I will say that it is more risky NOT to run an email campaign if you really want to increase your online profits.

Much of the risk involved with email marketing comes from not doing things right. If you follow the “rules” you will come out ahead, and the few bumps you encounter won’t be felt at all. Let me ask you this, have you ever taken a “shortcut” while driving only to end up lost or way off course? We all have. It seemed logical to take the shortcut, but we really didn’t know the way – we just thought we knew. Email marketing can be the same way.

The overriding concept here is simple: be ethical. That’s it. Of course it wouldn’t be much of a post if that’s all I said. Here are a few ideas to keep you on course.

There is an ongoing argument amongst marketers about whether or not you should use single or double opt-in. Single opt-in means a person fills in their name and email address and starts receiving messages. Whereas double opt-in means people fill in the form, but they must respond to the first message you send to confirm they indeed want emails from you. Both sides have good arguments. As long as you don’t use false pretenses to get people’s information, either form of opting in will work.

Be honest when convincing people to sign up for your emails. Point out the benefits, explain why you’re better and what they get for signing up, but don’t resort to misrepresentation or hype.

So far we have looked at having people sign up using a form that you put somewhere. What about buying a list? This is almost always a bad idea and is asking for trouble. It’s one shortcut you should avoid unless there are extenuating circumstances. Never buy an email list that offers millions of names – ever. However, you may know someone personally who is selling their online business. Even then, you have to be careful. Make sure you really know them. Do they have a good reputation? Have you communicated with them previously? Also, be sure to request that the list seller notifies their list that it will be changing hands. This will give people a chance to opt out if they are worried about a new list owner. If all of these steps are in place, then buying a list could be an option.

Do not spam your list. This includes passing their information on to others, or sending unrelated offers to them. Keep any emails you send relevant to whatever they signed up for. It is okay to send them offers, as long as it’s within the bounds of any promises you have made.

Following these simple guidelines will help to minimize the risks associated with email marketing. You don’t have to rely on cheap tricks, in fact if you do things ethically you will have an easier time on the road to success.

I’m going to cover a tested and potent 18-step process for writing killer sales copy that’s designed to turn your prospects into clients.

When writing your sales page your aim should always be to send your site visitors down the "slippery slope" of your copy. Each part of your sales page should seamlessly flow into the following part. If you do your job correctly, you’ll keep the interest of your reader from the time they reach your website until the time they get out their credit card and make a purchase.

Craft your copy according to the following 18-step process to instantaneously increase your conversions:
 

1. Write A Compelling Headline.

State the primary benefit of your product or service in a brief sentence or 2. You need to seize your readers by the throat with your headline and make them want to keep on reading.

2. Create Excitement With A Sub-Headline.

In no more than 2 or 3 brief sentences, expand on the benefits of your product and generate excitement in your reader. Whenever what you are offering is restricted, this is a great place to specify that.

3. Reference The Benefits Of Your Product.

Give the reader at the least 3 substantial reasons to purchase your product. Your reasons shouldn’t constitute features of your product, just the final benefits of it to your purchaser. For instance, if you are marketing an ebook about curing acne, you might write:

“If you would like to cure your acne so you can stop being ashamed about your appearance, have a lot of self-confidence and be more irresistible to the opposite gender then this might be the most important letter you will ever study.

4. SUMMARIZE YOUR USP OR UNIQUE SELLING POSITION.

Your USP is your particular benefit that separates your product from all of the other similar products out there. At this stage in your sales letter it is OK to just sum up your USP as you will be building on it later on in your sales letter.

5. Build YOUR CREDIBILITY.

You need to demonstrate to your reader that you’re a credible source that they can trust and believe. Give a little background about yourself (or the creator of the product) and make them understand why you are a trustworthy person and why what you are offering is worth them paying their hard earned money for.

6. EXPLAINATION OF THE FEATURES & BENEFITS.

Detail not only what your product does, but how it will improve your reader’s life or solve their problem. The more details you furnish, the better your copy will be.

7. ELABORATE ON YOUR PRODUCT.

Now it is time to elaborate about your product and explain to your reader any additional significant details that you have not had the chance to get at yet as well as remind them of the most significant benefits of your product.

8. INCLUDE TESTIMONIALS.

Testimonials from your past customers goes a long way towards establishing your credibility. If you do not have any testimonials, you can give away your product to a couple of people with an understanding that they will write you a testimonial (assuming that they enjoy your product naturally). Have them be particular in their testimonial and detail what they like most about your product instead of general statements like “Your product is really outstanding, etc.”.

9. Obliterate YOUR COMPETITION.

If there are other products out there that are similar to yours you will need to make it crystal clear to your reader why your product is superior too all the rest. If your product isn’t superior too the competition then you either need to do something to add value to what you are offering or you need to have a lower price than your competition.

10. BUILD VALUE.

It is crucial for you to build the value of your offer for your reader. They need to understand that once they acquire your product – their problem will be solved. If they do not acquire your product – their problem will continue.

11. SUMMARIZE YOUR OFFER.

Make certain your reader understands precisely what they will be getting from you once they place their order.

12. Reveal THE cost OF YOUR PRODUCT.

Remind them once again of the value that your product offers, and then you can mention what you could charge for the product or your regular price. Finally, present them with a lower price that they can get by ordering today.

13. SHOW THEM YOUR BONUSES.

Add bonuses to your product to add additional value to your offering. You can either offer a limited number of bonuses, or make them available for a limited time to produce a sense of urgency and encourage immediate action.

14. GIVE THEM A substantial GUARANTEE.

It is highly suggested that you offer a full money back guarantee. The elimination of risk will help your readers that are undecided about your product or do not know for certain if it is for them. The amount of sales you will gain by offering a solid guarantee will greatly outweigh the amount of refunds you will see.

15. STATE YOUR GUARANTEE AGAIN.

Eradicate all elements of risk by closing your sales copy with something like this:

"I am removing all of your risk! You do not have to decide immediately if this product is right for you. Simply give it a try and if you are not 100% satisfied I will gladly give you all of your money back without any hassle and no questions. You have everything to gain and absolutely nothing to lose."

16. INCLUDE A CALL TO ACTION.

Provide your reader with detailed instructions as to how to place their order.

17. SIGN YOUR SALES LETTER.

Use your full name. If you would like you can scan an actual copy of your signature and upload it to your website or use a handwriting font.

18. CLOSE WITH A "P.S."

Use your P.S. to emphasize the most significant points of your sales copy. Many readers tend to scroll through your copy to the bottom before going back and reading it entirely so the P.S. is oftentimes among the 1st things your reader will see.

There you have it – A successful sales letter in 18 steps! Another thing to bear in mind is that your sales letter should be visually appealing to the eyes. Take advantage of BOLD, ITALICS and SUBHEADS so that it looks good to the reader even if they are just quickly glancing over it.