Direct Response Mistake #3   No Personality 

You don't write your web site to come from  we.   Way too many 

webmasters are trying to make their web site appear like a large faceless 

corporation.  And that's a big mistake. 

Your web site should appear to be a letter written from one person.  In many 

cases it is even a good idea to put your picture on the web site.  Sign the web 

site at the bottom with a graphic which looks like your signature (don't use a 

real signature as someone may copy it).   

Talk about yourself as I.  Talk to your customer as You.  If you use figures 

of speech when you talk, then put them on your web site (as long as most of 

your customers would understand them).  Write the copy for the web site 

like you were writing a letter to a friend selling your product.   

Be friendly.  Be approachable.  Your web site copy is not coming from your 

company.  It's coming from you.  You stand behind your guarantee.  You 

stand behind your promises.  So always tell them who you are  and why 

they should trust you. 

Direct Response Mistake #4   No Testimonials 

Everybody wants to know what kind of results other customers have 

received from your products and services.  So use testimonials from 

customers on your web site. 

The more testimonials you have, the better your sales numbers will be.   

The best testimonials are ones which state specific results.   

 Using your information I made $4,453 in just 7 days.  

 I lose 23 pounds in only 2 months on your program.  

 My golf score went down by 8 strokes the first time I played.  

 I save $8,434 off my 2002 tax bill with your help.  

Testimonials which say you're a great person or are non specific are not 

nearly as effective although they can be used until you get more specific 

ones. 

19