Are you looking for ways of persuading your web site visitors to buy your product or service? Or for ways of writing a sales letter so that you sell more?

Then you need to understand why people buy in the first place.

People buy things because they want to. Not necessarily because they need to.

We don't need to buy expensive designer clothes, for instance, but we want to. Because we want to look good, and great clothes makes us look good. Why do we want to look good? In many cases, simply to attract the opposite sex.

This is why so many designer clothes ads use sex to sell.

It's simple, but it works. In a magazine ad