People visiting your sales page need three things:

To feel comfortable or at ease

To be assured that you are genuine

To believe they are getting value for money

Here are some words and phrases that will cleverly lay the foundation on which those needs can be met.

1. Make your visitors feel safe and assured that if they buy from you, they can obtain a replacement or refund if the item is faulty or does not meet their needs. To do this make sure you offer a cast iron guarantee. Use the word "guaranteed" or "money-back guarantee" on your sales page. People want to feel comfortable they are not risking their hard earned cash buying your product.

2. Put them at ease by explaining that they can use your product right away without spending hours of training. Use words like "easy" and "simple". Tell them that they will be quickly up and running once they get hold of your item. Major on the training video or the "easy to understand Getting Started guide". Naturally you won't tell them these things unless you can deliver, but make sure you convince them that they won't have to spend hours getting to grips with your product. It is human nature to want easy ordering, easy instructions, easy to use, easy payments, etc.

3. We live in an instant world. Instant gratification is the order of the day. So always emphasize things like "instant download", "fast ordering system" or "fast delivery". Almost everyone today knows that if they are buying an eBook or maybe software from your site it is going to be downloadable. But don't take that for granted. Stress the fact that once they have parted with their money the download product is only a click away.

4. If you are selling your own ebook or software go all out to obtain some quality testimonials. If you are launching a new product and don't have any yet, approach some of your previous customers and ask if they will give one in exchange for a free copy. Testimonials give your prospects that essential sense of assurance that others have tried the product and found it useful.

5. Prospective customers need to be persuaded that they are going to get value for money, so make sure you have a comprehensive list of bulleted features about what your product offers, and use words like "value", "discount", "scientific", "proven", "results". Another time honoured way to offer value for money is give away some free gifts or bonuses. Take a look at surefirewealth.com for some free ones.

Finally, make sure you write the words of your ad as if only one person is reading it. Make your sales letter personal by using the words "you" and "your" often. These two words alone are very powerful. Make them feel as if you're having a conversation with them and them only.

Put these power words into action right now and you will quickly reap the benefit.