Article: If your product is unique, the customer misses out by not buying it immediately. Avoid saying anything negative about competitors. Instead, focus on explaining what your item does better than other products. For example, say, "Our customers save an average of 30% on energy costs every year." Be specific. Saying, "This light bulb reduces your energy usage" isn't convincing. Anyone selling a lightbulb can say it. Provide concrete reasons for how the item helps the consumer right now. They should feel like they are missing out by waiting. Note a couple of ways a customer's life would change by owning the item today. For example, you could say, "This light bulb saves you $1 an hour compared to regular bulbs." Scarcity encourages potential customers to make a quick decision about buying. Items that are popular, limited, or retired are often the most sought after. Anytime you think of a way to do this, mention it to the customer or write it directly onto your sales page. For instance, your sale page might say, "Limited! Only 2 pairs of shoes left in stock." You might hint to a customer, "This video game has been super popular lately. I had 6 people ask me about it yesterday and I've heard it's very good." Sales are also a sort of scarcity. Tell people there is a sale or keep the sale information listed near your item. Even if the sale doesn't offer a big discount, it can encourage customers to act now. Something as simple as "15% off until Friday!" can encourage customers to make the purchase. Customers often feel unsure and come up with reasons to avoid making a purchase. Read your product and benefit descriptions again, then think of reasons why you would pass on a purchase. If you can explain why these objections aren't meaningful, you can convince a reluctant customer to make a purchase. Money, time, and a desire to discuss the decision with a partner are a few objections you can overcome. Utilize the time you have to make the benefits sound more appealing in order to overcome all 3 of these objections. You only get one shot online. Refine your description by focusing on the benefits. For offline sales, respond to the objections directly. For example, if a person says "I need to think about it," you can explain more benefits about buying the product as well as the return policy.

What is a summary?
Emphasize what is unique about your product. Describe how the item will solve a customer's needs. Hint that the product is in high demand. Use sales to create a purchasing time limit. Explain why customers should buy the item today.