Case studies The stories here are special because they are testimonials with a twist problems found and solved. The key to the writing is the explanation of the problem, presentation of the solution that solved the problem and finally, the description of the positive results. Emotions Most sites have the common mistake of presenting boring specifications and data in describing their product. Write special articles about your service and post them at other Websites. The Internet is a wide venue for information and entertainment. It is estimated that almost half of the overall content that readers and online users utilize in the online media is in the form of articles. Do promotional articles for your site. Preselling is the online version of relationship-building. Through the words you wrote on the content of your site, you are building relationship with your visitors. This is one proven way of getting very high conversion rates (the number of people who buy). Anyone can do it. All that is needed is writing your content with personality. They will not buy anything they do not need. Connect This is the time when you would sound like a friend aside from being an expert. Assume the appearance that goes well with the subject you are discussing. Make your visitors comfortable. Again, the tone of the voice should be friendly and reassuring. To do so, you could opt to tell a simple narrative story or an anecdote that would eventually lead to the introduction of the product being advertised. Some writers use testimonials from consumers and product and services users who are openly narrating and relating how the merchandise has really and effectively helped them. In online transaction, information should be delivered in a way that subdues doubt while at the same time putting the prospect s mental state in a ready-to-buy mode. Product info By nature, all the features and specifics of the product are highlighted and elucidated in the vendor s website. Your job of preselling the product should go beyond what is already written and discussed.