Crazily, people will still try to market their products and services with a sales page full of hyped up claims, headings and images. This is pointless, because the true blue IM buyers (who they would like to retain) will click the back button, having seen it all before. The real trick to sales page writing is to 
under-hype a product, and over deliver.
When you are promoting your own products, you can ensure you get more sales by not hyping the whole way through the sales copy. When you are marketing someone else’s product, you can even dumb down some of their hyped claims, and make the sales copy better. If you see too many occurrences of “make thousands of dollars overnight!” then you are quite right in thinking you ought to make this a little more believable for your readers, and ultimately the people who will be clicking through to Clickbank pages to buy these products. If you can dumb down these claims, you will see benefits on the backend.
Another thing you should consider leaving out of sales copy, is proof of income. Unless you can actually produce a video, and get in front of the camera whilst showing a payment check or a bank balance, then its not too worthwhile posting images of Clickbank accounts or PayPal accounts. Nobody believes these images any longer, as there are enough videos on YouTube showing how to do this.
By remaining very close to the facts, and far away from the hyped claims, your article or post will look very professional and understated. These are key ingredients to any good sales copy. If you have to put in any claims that sound hyped up, make sure they can be backed up with actual video proof, or by people who are very trustworthy. If people wish to see proof of your earnings, simply agree, and invite them to a live conference on Skype or similar, and strike up a rapport with them, whilst you show them proof. You will see many more conversions this way.
Written by Andrew Fitzgerald - Make Money Blogging
