Anyone who has clicked on an online ad, particularly mini-sites for e-books and other information products, knows what screaming online means. Capital letters. Lots of yellow and red, repetition and teasers. But they have your interest and you keep reading. You start out feeling you need this information. You sign up for the free newsletter. After the third or forth page, you feel the fatigue setting in despite the zinging exclamation points. Through glazed eyes, with your last ounce of strength, you click the little x box and escape the frenzy.

What was all that, and why was it so painful? You really wanted the information, and understand that the seller needs to convince and differentiate his product from all the others, but why does his site resemble a hawker at a bazaar?

Many online sellers feel that this is the only way they can get your attention. Theyve been told that capital letters and ridiculous densities of key words, key phrases and secondary keywords will jump them forward in the search engines. In truth, these practices will help a little, but content is king, and their sites are usually just hype and sales letters. They forget one big thing: Search engines dont take out their credit cards and pay for products, people do.

So try writing for real people. People who read sentences not headline after headline. People who want to know real facts about your product in order to make a decision. If youre selling an e-book, give us a few excerpts. Tell us something useful we can use right now, and promise more. If you have a product, give us reviews by real people and verifiable experts. Were here and were ready, just not for any more screaming.