This document outlines 5 principles for high converting marketing: having a desperate problem, making a unique promise, providing overwhelming proof, making an irresistible offer, and calling for immediate action. It discusses each principle in more detail, providing examples for how to apply them. The goal is to get visitors to take action by understanding and addressing their objections so they convert into customers. Following these principles is presented as a way for businesses to increase their website profits by improving traffic and conversion rates.