Remember the first principle of advertising. Your prospects are inherently selfish. That is the first question you have to answer with your web site. It has to tell and show your visitors what's in it for them. Below are four aspects to the human make-up which you can and should use throughout your Internet advertising.
Curiosity is a powerful motivation.
People are afraid to miss out on something. They are curious to find out just what those secrets may be. Use this to your advantage. With information products, I love to write the sales letters so that they hit on the curiosity hot button. You can take advantage of this factor of human nature by providing some of the results which were achieved through your information system, but not actually revealing what the system specifically is.