Your prospects will respond much better to your website or sales letter if you have pre-selled them effectively, before presenting them with your offer. There are 3 main keys to preselling success:

1) Interest

Studies have shown that on average, you have less than 2-3 seconds to capture the attention of your visitor, before he decides to click the big X button on his browser. With that said, you will understand why your headline is probably the single-most important copy of your website.

With a compelling and attention grabbing headline, you will instantly draw the prospect into your copy to read further. Present them with a drab and boring headline, and immediately you lose their attention. It is therefore imperative that you spend a large portion of your time split testing for the best headlines possible.

2) Education

After fueling their interest, you have to provide something of value here. Often, free content works best, as it is easily distributed and cost you next to nothing. However, you really need to educate your prospects on the value of your offer, and what it could do for them, and why they need it and how they could use it.

Show your point with illustrations, facts, videos (if possible!) or whatever works for you. The thing here is to increase their awareness of their problem, for awareness is the most powerful state one can be in. Once they are aware of the immensity of their problems, you can then come in and present your ’solution’.

3) Desire

Some stronger tactics are required here. You have to hit your prospect’s emotional hot buttons by rubbing their problem in their face. But do it TACTFULLY! Do not outright insult them, but do not try to hide their problem as though it wasn’t there either! To an overweight women, you probably could say:

“Ever heard of people telling you that being overweight is not your fault? Guess what – it ACTUALLY IS! Find out why you are overeating and how to overcome it today!”

By doing so, you’ve just gone in an opposite direction as everybody else by emphasizing their problems, but yet you’ve aroused their interest as well. They will have a strong desire to hear what you have to say.

If you employ these 3 presell tactics, your conversions are bound to be much higher than a straight hard-sell. Try it out and see for yourself!