should be white.  The color of your main text font should be black.  No 

exceptions.  This is the easiest format to read.  

Your headline is the ad for your web site.  It has to immediately make a 

surfer STOP dead in their tracks and start reading your first sentence of the 

ad copy.  It should be giving them the BIG benefit up front.  Visit my web 

sites listed in the beginning of this report and you'll see a dozen examples of 

this.  

If you headline doesn't make people stop and read more, then the whole web 

site is worthless.  No one will even read it. 

Direct Response Mistake #2   No Benefits 

This is a basic copywriting principle.  Your web site should cover both 

features and benefits.  The features of your product are it's description and 

what it is.  Benefits are what it does for your customer. 

You should always combine both into your sales presentation.  If your offer 

is for an ebook, then the fact that it's in Adobe Acrobat format is a feature.  

The benefit is that anyone can open it using the free reader and they get it 

instantly when they order.   

If your product is a tax course and it comes with easy fill in the blanks 

forms, that is a feature.  The benefit to that would be that it saves time and 

reduces IRS worries as they get to use your forms to document everything.   

In other words, everything I'm doing on my web site is appealing to both the 

emotional side and the logical side of my customer.  People buy based on 

emotion, and then justify their decision to others based on logic.   

Think about a Mercedes.  People buy a Mercedes because of how important 

it makes them feel and it's status symbol power.  The reason they tell you 

they bought the Mercedes is because of it's impressive reliability.  That's the 

emotion and the logic combined. 

Visit some of my web sites.   Print out the sales letters.  Pay special attention 

to reading through the bullet points.  In almost all of them, you'll see both 

the feature and the benefit mentioned.   

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