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5) Break it up with bullets. For those readers who are into skimming, organizing your most important points in bullet form helps to communicate benefits FAST.
Put your most important points at top, in case person doesn't make it to bottom. And there's no rule that says you're only allowed one bullet list - put one close to top of letter, and perhaps another towards bottom.
Test, and keep whatever converts best.
6) Use benefits over features. Always. They don't care that refrigerator has a big vegetable bin or automatic icemaker. They want to know that it keeps their vegetables from drying out, and their beer/lemonade refreshingly cold on a hot summer's day.
7) Write in your own voice. We're not talking 'Masterpiece Theatre' here. Formality is out; friendly is in. And I give you permission to start your sentences with 'And' (note how this sentence started!) and 'Because.' When writing for real world, write like you speak.
8) How long are your paragraphs? If longer than 2-4 lines, break them up. And keep sentences short - even 2-4 words are ok. Like this. Short, quick 'eye bites' communicate faster when you're racing against clock.
9) Focus on one product/service per sales letter. Period. No exceptions.
10) And, finally, watch grand, sweeping statements. Using 'Earn $1 Million In Two Days While You Sleep!' won't help build your credibility. Or conversion level.
If you incorporate these ideas into your sales letter, you're bound to beat clock and begin building a better conversion rate.
==================================================== Paula Morrow heads http://www.idealmarketingcorp.com. She specializes in public relations, information marketing and creating cashflow systems. Her newsletter, IDEALProfits, is now read in 12 countries. Subscribe and receive 5 BONUS ebooks! http://www.idealmarketingcorp.com/subscribe.html ====================================================
Paula Morrow is webmaster of http://www.idealmarketingcorp.com and has extensive marketing experience earned from 20 years in the public relations, entertainment and advertising worlds. Now applying this experience to the Internet, she enjoys creating cash-generating systems and coaching new marketers on innovative ways to promote their businesses both online and off.