• Create a strong guarantee that shows you have faith in your product, and are happy to stand by the claims you have made.

• Write a list of objections to the person buying. Write out every possible reason for saying no that you can think of, no matter how big, small or obvious  the answer may appear.

Next, go through and answer each objection so that each becomes of little concern. Again, just imagine the person standing in front of you and talk to  them directly.

Be sure to justify the price you are asking, especially if it’s a high ticket item, or unusually low for your particular product or service.

• Go through each of the pages in your sales flow and each of the messages in your autoresponder. Improve the copy based on your answers to the above questions, and the suggestions in this chapter.

This will take time, and will need to be revised several times if you want to get the best conversions. You may choose to get someone to write the copy  for you— and expect to pay well for that copy. (There will be plenty of people who will charge you less to write the copy, but don’t expect it to convert  as well.)

• If you are outsourcing this part of the project then get started now. Make sure to review the copy sent and match it against the criteria set in this  chapter. It does not have to contain every suggestion, but should cover at least 70–80% of the criteria for good copy.