Specifications and features: Tell exactly what product is. Give details about what buyer is getting.

Bonuses. Always include something extra, and make sure it has value - that it could be something people would order product just to get bonus. Tell specific dollar value so you can use that information in value build- up, or close.

Value build-up: Be explicit about reasons price of product is a good value. Make comparisons to other similar products that are more expensive with less gained. Offer a guarantee if at all possible. Anticipate and counter objections. Create a sense of scarcity. That is to say, give a deadline, explain why they need to act now, and keep your deadline real. Help visitor feel pain of not ordering~ exactly what won't change or get better unless they have your product.

Ordering: First, remember to ask for order. Make an "Order Now" link. Then, make ordering process and instructions absurdly clear. Imagine that this is your visitor's first ever on-line order. Give step-by-step directions. Also, give purchasing options: secure credit card pages and PayPal are most common, but include directions for ordering by check of phone if possible, even though it is rare that anyone does.

Post Script: In effect, this is a one-paragraph summary of your sales page, including a repetition of most important parts. Also, ask a final time for order.

After reviewing this list, find good examples by doing a little online research. You wouldn't ever copy another sales page, of course. Simply look for inspiring examples, and then say it in your own way.

11. “Winner’s circle.” Recognize success of a subscriber, a partner, or someone in your industry or community.

12. How-to’s. Give easy-to-follow instructions for completing a task, such as writing a marketing e-mail, or a project such as purchasing a content management system.

13. Account-specific information. If your subscribers can “self-serve” at your web site, let them know of any system enhancements: “Did you know you can now track your order online?”

14. Instant information. Provide easily downloadable information: a white paper, a PowerPoint presentation, a demo.

15. Calendar of events. Include your speaking engagements, conference presentations, and product demos on your calendar as well as other events of interest to your subscribers.

16. Conference coverage. Report on noteworthy conference sessions, keynote speakers, and any goodies you received.

17. Networking. Invite your subscribers to respond to blog posts, attend real or online meetings, or join discussion groups.

18. Legal update. Let your subscribers know about any changes in laws or regulations that affect them.

19. Time-sensitive reminders. Tell subscribers about important deadlines for grant applications or proposals, etc.

20. Survey. Ask subscribers to participate in a survey or poll, then publish and interpret survey results in next issue

21. Coupon. Give subscribers a printable coupon for a product, service, or consulting session.

22. Industry update. Post industry-related news feed on your site to provide breaking news.

23. Trend spotting. Give subscribers a heads-up on new trends that will affect their business or lifestyle.

24. Giveaway or sweepstake. Offer a premium for responding, subscribing, or purchasing something from you. Give away a book, a special report, a digital camera, or another gift.

25. Testimonial. Share praise your customers shower on your company. Not only will you build business, you’ll help subscribers understand all ways they might work with you.

26. Successful project feature. Write a short summary of a current project that went well. Tell what you accomplished and how you did it. This list will get you thinking about your newsletter content in a new way.

No doubt your newsletter team will come up with other content ideas. But beware! Perhaps novelist John Steinbeck was thinking of ideas for newsletter content when he said: “Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen.”