If you really want to sell more products, whether through ads, sales letters, or web pages, one of the most important things you can learn is when to stop selling.

By that I mean, know when to 'shut up and let the customer make the purchase'.

Many sales people, and more and more web sales pages, never shut up. They ramble on and on and on, and on and on, like the customer has nothing better to do than listen to a pushy sales pitch or read 4,000 words of a spammy sales letter.

In most cases, if a customer is going to make a purchase, they decide to do so early on in the sales presentation. After that, they are just looking for reasons not to buy.

A good sales person or a good copywriter understands this, and knows the importance of presenting the offer, answering objections, and then getting out of the way so the customer can make the purchase.