Let’s face it; your prospects are bombarded every day with hundreds of sales messages. But how do you cut through all of this clutter and increase sales? By crafting a promise that is so compelling that it stops them in their tracks and makes them want to read the rest of your copy. Let me explain---

You can sell more products and services by making the customer a simple promise of what it is they want the most. That promise can be presented in one of 3 ways:

• The major benefit your customer gets from your product
• A special, limited time offer
• A powerful testimonial

Of all the methods listed above, there's one that stands head and shoulders above the others. In fact, in the vast majority of ads and sales letters I write, I use it as the focus of the headline. I might include other promises in the headline as well, but I always focus the headline on this particular type of promise.

Can you guess what it is? Well, I won't keep you in the dark. The single most effective promise to use in your headline is:

The solution to the one problem that keeps them awake at night! In other words, the number one benefit in THEIR mind--- not yours!

Your customer only cares about how your product can solve a crucial, nagging problem THEY have... OR how you can help them achieve an important goal. So why waste time with anything else? It's simple and it works almost every time. I've used the major benefit promise time and time again to help clients sell millions of dollars worth of their products and services.

There is no other promise format that's more profitable to use. After all, who doesn't want to have their most pressing needs and wants satisfied? Ask yourself what your customers really want the most. Better yet, ask your customers what keeps them awake at night. Get on the phone and chat with about ten customers. Tell them what your product does, listing three or four of the top benefits. Find out which benefit is of the utmost importance to them. Then use that intelligence to craft your headline.