1 Your headline tells them if they're in the right place. It's no good trying to sell to somebody who isn't looking for or interested in your product. So make it absolutely clear in the headline what you're offering. Give them the top benefit of your product, preferably with numbers and with some emotion to get them to read on.

2 The sub-headline or first paragraph must lead them on further. Get them increasingly interested by repeating the main benefit and hinting at other benefits that they'll be shown later. You must maintain their curiosity at this point so they will smoothly read further on to find out more.

3 Tell a story about the product. Make this emotionally appealing. You have their attention so keep it with a story and emotions combined. These are two of the strongest elements you can use. Tell the story of your links to the product you created or how it's not only helped others but changed the way the work successfully.

4 Use details of your authority to back up what you're saying. You can include some information about how you came to create the product and how it's changed the way you do things. Keep the level of emotional connection going. Give information that shows you know what you're talking about which, in turn, raises your authority in their eyes.

5 Use sub-headlines throughout the sales letter. There are two reasons for this. First, when people scan over the page, which they will do, make sure it'll give them the story of the page without having to read all the details. Second, have the sub-headings point out what is coming in the following section. In each of these cases you want them to go back to read the whole page. This deepens their absorption in it.