You have to establish a relationship with the reader and therefore write with energy, enthusiasm and personality. One way to do this, says Smith, is to stress benefits instead of features in product descriptions. The benefits should be linked to the features that enable the product to deliver the benefit to the user. Smith also recommends giving Web site visitors an incentive to order now, from the Web site. This could be a limited-time offer, free shipping and handling, a special bonus gift, or an extended warranty.
Discounts also work.
Tell online shoppers that you offer them lower prices than you do through offline channels of distribution. Its a win-win situation. Robert W. Bly is a freelance copywriter specializing in conventional and Internet direct mail.