You could not resist the charm and magic of a convincing sales person. With her mesmerizing smile, her emphatic gestures and her enthusiasm to serve you, she convinced you that you left home with money in your wallet or purse to spend. The thought of coming to browse was simply a facade, a hoax. In addition, you were able to see, touch and smell what you were buying. All these factors played a huge part in your buying decision.

When you are selling a product or service to a person whom you can see, there are many things you can use to your advantage. You can use your facial expressions, your tone of voice, your knowledge of the product/service and the product/service itself. These play on the emotions of the buyer and help to close the sale.

Selling your product or service online is a different matter. You cannot see the buyer. You cannot sense his or her interest or lack thereof. You cannot have your buyer touch, smell or test drive your product. However, it is possible to convince your "faceless" buyer that he or she will benefit from owning your product. How can this be done?

To be effective in selling online it is important to follow a few basic rules. The primary means of communication between you and your target audience is the written word. You must have at least a fair command of the English language (or the language you are writing in.). Although most of your prospective buyers do not have a degree in the English language, you must use "proper" English when you communicate with them. For example, it is not correct to say "If your in the market for a new car..." It is better to say, "If you're in the market for a new car..." The word "you're" is the conjugated form of the words "you are." The word "your" denotes possession as in your car, your home, your money and your job.

Another example of the correct usage of the English language involves the use of the word medium. Radio is a medium for advertising. You may refer to TV, newspaper and billboard as other mediums. However, the word media is the accepted plural form of the word medium in this case.

To sway your audience toward a buying decision, you must write in a friendly and persuasive tone. Your reader should feel like you are a friend, a real person that they can easily communicate with. They should never feel like you are above them, making them feel inferior. Your words must paint a vivid, lively and dynamic picture in their minds. When promoting your product or service, use powerful words to get your readers' attention and stir their emotions. Remember people buy on emotions not logic. Use words like free, secret, discover, revealed, solution, breakthrough, amazing and how to and do you want...

Your buyers cannot see you but they will see your web site. Remember, you don't get a second chance to make a first impression. To be effective, your web site must load quickly, it must be uncluttered and visually appealing (see www.stanford.edu), the headline should state clearly the purpose of your web site, it must be easy to navigate, the content should be valuable and up-to-date, there should be contact information on each page and buyers must have access to a secure order page.

People are more likely to buy from someone they know and trust than from a stranger. This fact should never be overlooked when you try to sell online. One successful online entrepreneur - Terry Dean - claims that about 80% of his business centers around his opt-in subscribers. He has used his newsletter to demonstrate to his subscribers that he knows a thing or two about successful marketing. As a result he has gained their confidence and trust. Some of these opt-in subscribers have become his best customers.

Since it is much easier to sell to someone you know than to strangers, one of your biggest goal should be to develop your own "circle of friends." You can do this by asking visitors to your web site to sign up for your weekly, bi-weekly or monthly newsletter. It is important that you provide valuable content to keep these subscribers on your opt-in list and build a rapport with them. In time you will earn their trust and confidence. This is the key ingredient of a successful online business.