Let me give you another example, so that you can clearly understand this technique. Going back to previous example, let's say your visitors where not clicking on link 4, but where clicking on links 5 & 6. In this case, if number of clicks on link 3 are equal or close to number of clicks on links 5 & 6, then you will find that weakness will be after link 6. If you are wondering why your visitors are not clicking through link 4 it is, because link may not be captivating enough for them.

If you find that your visitors are not clicking on your first few links, than it safe to assume one of two things. One is, your headline, sub-headline, and/or opening statement may be weak. You probably haven't grabbed your visitor's attention or established their interest enough by compel them to read on. The other is, traffic going to your web site is untargeted, therefore, you should concentrate on generating traffic that is more targeted.

Test And Repeat The Process

Once you are able to identify where weakness is, then all you have to do is tweak it and test it. Testing is only way to know if changes you have made have increased or decreased your visitors clicking patterns. In other words, did your visitors clicking patterns increase by surpassing previous link number they have been clicking on, or did click throughs decrease because traffic didn't click trough beyond previous link number.

After you are able to determined that changes you have made have either increased or decreased clicking patterns of your visitors. You will need to repeat complete process until you have a strong click through rate through entire body of your sales copy.

Many copywriters call this their swipe file. They use it as an idea generator for their headlines, body copy, bullets, etc. If they are stuck on creating a good guarantee, they can look through other guarantees people have used. If they are trying to think of how to do a P.S., they can look through other ones. They can get their letter writing going through taking ideas from other winning sales materials.

Never Use Ideas Word For Word From Your Swipe File. This would be plagiarism. Use it to generate general ideas. You don't want to copy their sentences word for word. You want to flip through some different sales letters until an idea forms in your head about what to write for your project.

This swipe file will help you keep on track and produce winning sales materials every time and it costs you nothing to create. Just collect or print out winning sales letters you find and put them in a notebook or series of notebooks you keep handy when writing your letters.

Remember cardinal rule when using your swipe file. NEVER copy ideas word for word!

3. Always research your client's customers until you know them like your own best friend.

Many times you will see reports on how to write killer sales materials that cover many of basics, but they forget most important part. The major key to writing million dollar sales letters is to know your customers like you do your own best friend.

You need to know what their needs and desires are. You need to know what fears they are experiencing. You need to know what their Hot Buttons are. What is it that they respond to? What is it that would offend them?

If you don't know your prospects, then you can never write an effective sales letter to them. I don't care if you are best writer in world. If you don't know them, you won't be able to make sales to them. Good copywriters take polls of customers. They look at sales letters their customers have already responded to. They go out and ask questions of their potential customers. They do everything they possibly can to know who their biggest potential prospect is.

If you can't tell me everything about your potential prospects, then you aren't ready to start writing yet. You should know their general age, their hot button, their dreams, their fears, and everything that relates somehow to your product.

The key to a good sales letter is being able to describe benefits of your product to this individual prospect or customer. It needs to be personalized to them individually.

4. Relax.

Learn how to relax. If you are in a rush to do your sales letter, it will be obvious to readers. Be willing to take your time and do an extremely good job. Let things stew inside your brain between each of important elements.

After you research your prospects and get to know them, take some time to relax. Think on them and their desires for a while. Take some time to relax after you write your headlines and choose best one for your letter. Think about how to create that flow throughout your letter, starting with your headline. Take some time to relax after you write your rough draft. Sit it down and come back to it next day. Then, you will be refreshed and ready to edit it. After you have done your editing, put it away again for a little while. Come back to it refreshed and read over it again. See if there is anything else you would like to change about it.

Don't rush through writing process. Learn how to let your mind go to work by working on it, then relaxing a bit. Go back to work and then let your mind stew over it again. Keep this process throughout entire letter.

5. Test and Edit.

There is only one way you can ever determine if a sales letter will be successful or not. It has to be put to test. It has to be sent out to some of potential prospects.

Send it out and find out if it makes a profit or not. If it is winning letter right up front, great! If not, then it is back to drawing board. Whether it makes money or not, you will still need to test it.

For example, you should take letter that made money and try a different headline for it. Compare results to original. Test a different price. Test offer worded slightly different. Keep sales letter that is producing best results after each test. This is control that you will determine your results from.

Winning marketers are always testing their materials to find out which one is producing best results. The killer sales materials that you see being used year after year and decade after decade became that way through this type of testing. Rarely is first letter written absolute best letter it could ever be. You need to keep improving it through testing until you have letter that consistently out-pulls everything else.

As you can see, copywriting isn't all about being born with huge amounts of writing talents. It is about making a decision to become best. It is about deciding to do work you need to succeed in your business. Good copywriters are never lazy, and anyone can be a good copywriter. What about you?

By Terry Dean co-authored by Michael Bosse

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