Sales. Simply saying the word is likely to evoke some sort of emotion. Maybe it gives you a flashback of that time you had to deal with a slimy salesman. Maybe it makes you think of negative words like: pushy, money hungry, or aggressive.

More times than not, the gut reaction isn't a positive one. But, it doesn't have to be that way- and in fact, it shouldn't be that way. It's time to ditch the sales jargon and replace it with a love letter to your prospective clients.

Yes, you read that right-a love letter. And in this love letter, you must do three things:

Focus on your customers' needs and desires
Convey a sense of understanding and compassion for the pain they are experiencing
Clearly demonstrate how your product or service helps solve their problem
Your industry will dictate the tone of your sales page. Business to Business (B2B) sites typically take a more serious tone, while Business to Consumer (B2C) sites are often friendlier and conversational. Regardless, the "heart-centered" approach to writing the content is the same. It's all about sharing your truth in a way that resonates and connects with your audience, making them feel understood and loved.