Do you know what your web site and all of your marketing material must do? It must get your prospect to take an action.

When your prospect arrives at your web site they do one of two things. One is to leave; the other is to take an action. Don't make your potential customers guess what the next action would be. Make it clear to them. Ask them to take the action, such as join now or call now.

To get them to take this action you need to have a compelling headline. Your headline needs to grab their attention and cause them to want to know more.

Your next step is to tell them the problem you will solve for them and how you will solve it. Help them understand how they will feel when they no longer have this problem or challenge. Explain in detail how they will benefit by owning your product or using your service.

Next you will need to build their trust in you. Tell them enough about you so that they will begin to feel as though they know you. Having testimonials on your web site or marketing materials will also help them feel as though they know you and will help them begin to like and trust you.

Following these steps will help you to create an effective web site or marketing piece.