You can sell as hard as you like in direct mail or on TV however, on the web, the ‘hard sell' won't serve you so well. People will become nervous and they will distrust you.

The Internet is a medium where trust is everything. For sure, make your product, service, or information sound compelling and interesting—but that doesn't mean you should drown the reader in hype.

Buyers online are a great deal more sensitive to ‘hype' and ‘b.s.' than they are when reading print—be aware of that. Make the sale, but use language that builds trust rather than attempting to force and bully action.

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