Information is KEY to explaining what you are selling. If you are pitching something TANGIBLE, try to use PICTURES of the products. IDEAS are more difficult to sell, you must do it with WORDS.
Either way you need to be to SUCCINCT. Do not explain every little thing, people's attention span is too short. Only give them what is needed to get their attention.
Once you have a response from them... E-mail, forms, phone contact... you have time to go into more detail. Make sure you have YOUR CONTACT INFORMATION on the page where it can be easily accessed. ALWAYS include your contact information on ALL of your correspondence.
These may sound elimentary, but they are important.
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