The wrong mindset can pretty much kill your conversions, you need to set yourself in the place of the potential buyer when evaluating your own work. I'm not saying you need to take up study in behaviour analysis or anything, a bit of imagination should go a long way. Let's say you're marketing to complete IM beginners, or "newbs" if you will. You can't assume that they know the same terms that you know even if you did know them when you were a beginner. Another thing about "IM newbs" is that they probably don't know the real value of things such as website content or website traffic yet, so you can either try to explain it to them in your sales letter or "play the money card", explain how they can use your product to make money.

Just imagine you'd barely ever been online and someone tries to tell you that you can get massive traffic and make money with something called an ebook. I know I would have reacted something along the lines of "huh? what the?" and closed the page. Doesn't have to be the IM niche, if you're targeting people that aren't exactly techy a good idea can be to explain ebook or any other formats your information come in.

This is mostly just my opinion and experience, I like targeting "newbs", for some reason I feel compelled to help them.

Hope this post helps someone struggling with this aspect of their business.