I guess youve noticedwho hasnt?

The characteristic of all the Internet gurus is their long sales pitch. What are the objectives of the sales letter and how do they reach their goal to get you to click on the Buy Now! button?

First the letter is a letter is a letter.

That means that they write you a letter, ask you to buy and leave the pitch to go to the order page. If you are still around, they continue the letter and ask you to buy again. This process is repeated not a few times in most letters. The principle is this: I told you the benefits of this product and you didnt buy it so Im going to pitch you again and again until you either buy or leave the pitch to go to my order page or for some other reason.

Have you heard of the proverbial foot in the door?

This was a common phrase in my day. It referred to a salesman that gets his foot in the door and wont leave until you buy one of his brushes, or a new pair of shoes, or whatever else he is selling.

In each phase of the pitch, the guru offers you something free from his bag of tricks. Its probably something you are not interested in and will not cause you to buy the product. He throws more free objects at you until you buy or leave from frustration.

Rather than focusing on features of the product, he focuses on the benefits to YOU. Here are some of the tactics that are used:

This product will save you time so that you can focus on other phases of your business.

This product will save you money because of secret product features.

This product will make you rich if you simply follow the directions carefully line by line.

This product will make you sexier.

This product will improve your appearance.

This product will make people look up to you.

The product will make people like you.

You will be able to resale this product using a web site just like this one.

This product will make your car run on air rather than gasoline and air is much cheaper.

His product will make you happier.

This product will keep you out of jail.

This product will make you healthier. You will probably live forever.

You will be able to buy a big house in the country on a lake with an Italian chauffeur, a Japanese gardener, and a French chef.

The list goes on and on until you feel that you must buy or people will think you are stupid if you dont buy the product. In fact, the guru will probably suggest that you must be insane not to buy his or her product.

Many gurus dont tell you the cost of the product until you have signed up to buy it. They are hoping that when it says The following amount will be charged to your credit card that you will not blink. If you shy away, a screen may pop up telling you had better buy the product now because the price is good only for 24 hours and then it will double.

You will be told that the value of the product far exceeds the price.

The gurus study the factors that make people buy. They read books full of sales letters that they can learn from. Some of these letters were used back in the twenties and thirties when direct mail was king. Human emotions dont change so neither do the tactics.

I suggest you go to Amazon.com or Alibris.com and buy a few books on mail order and direct mail. Used books are just fine and you can buy them for just a few dollars.

Notice this: The gurus use one site to promote one product. The product is often delivered electronically, often as a PDF file. The cost to the seller is zilch. The product is original and you cant get it anywhere else. He may tell you that his product is the best of its type available. He may even mention his competition just like the Big Boys do on television.

Read some letters, not to learn about the product, but to learn about the letter or pitch. Then you can dream up a product, put it in ebook form, and make YOUR first million.

Oh, one other thing. Make up a sob story to start your letter such as:

I was born in the Appalachian Mountains. My father died from black lung disease when he was only 19 years old. My mother worked hard to support me and the other twelve children. One thing she told me was that I was never to go to the mines. I never forgot that and decided that I would become rich and famous, however I never could get a better job then pumping gas.

My wife had to work three jobs just to earn the money I was spending on Internet sites hoping to get rich. Then one day as I was walking down the road trying to hitch a ride because my car had been impounded, a bolt of lighting struck a tree across the road from me and knocked me to the ground. Then the rain came and as it washed over me I came to my senses and saw a vision of King Midas who said, John, quit screwing around. Youve got to find your own product and sell it yourself on the Internet.

Then I knew that I had to stop relying on others to make money. I had to rely on myself. My wife helped me to write my first ebook because she is literate (Well, I confess. She wrote the whole thing.) That first little ebook made me a zillion dollars.

We had so much money coming in we had to have the neighbors help us spend it. We bought an Island (Oahu) and sit on the beach drinking pia colades, occasionally opening the notebook computer to count the days take. Life can be wonderful if you know what you are doing. Im the only man in the world that can tell you how to get rich.

Sure, you can use the story, but put something personal in it that is not really true but characteristic of how you want folks to feel about you. That is, Im a wonderful, helpful, honest, loyal, friendly, courteous, kind, benevolent, really smart guy who will Make You Rich.