You know what its like, you're reading the sales material about a product you're considering buying, but, as you read, all these questions seem to pop into your mind, but there's no-one there to answer them, so you shelve your plans to purchase. If it happens to you, you can guarantee it also happens to your customers when they read your sales copy. So, what's the answer? You don't have to practise mind-reading, just good-old fashioned common sense - here's a four-step format to help you reassure your customers by answering those unasked questions:

1. "What's in it for me?" Paint a picture You already know it's important to promote the major benefits of using your product in your opening copy, but don't just list the benefits. Paint a picture so your readers can visualise themselves enjoying these benefits. Not: "Save time and money with Acme widgets," but, "Free! Four hours a week to read a book, walk along the beach and follow your dream when you use Acme widgets the quickest Widget on the market today."

2. "How can you give me this?" Explain why People aren't silly, they're not going to believe something just because you say it's true. You must offer credible, logical reasons to support your claims. "Acme widgets achieve faster results because we incorporate not one, but two gizmos. In controlled tests conducted by XYZ, our widgets consistently out-performed the competition in speed, accuracy and endurance."

3. "Why should I believe you?" Give reassurance. This is the time to give some details about you and your Company, provide information about your credentials, qualifications and experience in the field. Now you can also include brief testimonials from satisfied customers (provide as much information to identify the customers as they're willing to allow anonymous testimonials are almost worthless).

4. "What if I don't like it?" Eliminate the risk. The final stumbling block is usually the fear of losing their money if they don't like the product or find its not what they expected, so offer your customers an iron-clad guarantee. It can be a full refund, a double riple money back or whatever you feel you can afford. Always include a time factor - the longer the better - people like to know you'll be around for the long-haul. Incorporate these answers in your sales copy to help turn your readers into buyers. I hope this helps in your future marketing decisions.

About the author: David Bell is Manager, Online Marketing, at http://www.wspromotion.com/ , a leading Search Engine Optimization services firm and Advertising Agency.