Never talk down to your prospect

This is quite obvious. No one likes being talked down to, even if they are dumb. The ever present Chet Holmes radio spots do just that. He says:

"There are 11 essential questions you should be able to answer to run a killer website... I would be shocked if you could answer more then 3 of these questions."

So he is saying that he would be shocked if you knew what you were doing with your website. Its a bit too high and mighty. Yes, there are some ineffective websites out there, but he is not helping his cause by acting like a know-it-all.

He should change his message to something like this:

"There are 11 essential questions you should be able to answer to run a killer website... Get those answers and more in Chapter 4 of my new book."

This is in no way talking down to the listener, and offers an incentive to buy his book.