2. The Body - How is this going to benefit me?

With headline you told them what core benefit was. Now you need to tell them how this will happen and expand on how that will benefit people visiting your site.

You need to describe features and benefits of your product. When they get done reading your letter they will know...

... exactly what they will get if they respond to letter

... specific features of your product with their benefits

... testimonials of how others have benefited

3. The Call To Action - How to you get them to take action?

You've got their attention.

You've told them about benefits of product.

Now it is time to recap those benefits in such a fashion that you prompt your audience toward a specific action.

What do I mean by "specific action"?

The conclusion of a sales letter should recap benefits and then tell them Exactly what they need to do to get what you are offering. Too many otherwise Great sales letters fail because they leave prospects and customers hanging, trying to figure out how to get what seller is offering.

If they need to click a certain link and complete an order form, then say: Click Here Now and complete order form.

If they need to call a phone number and place an order, give them that number and hours that somebody will be available to take call.

Make it easy for them to acquire benefits that you're offering - or they won't.

Probably most important part of your sales letter is...

You!

Sign your name. People do not like anonymity. They Want to Know who they are dealing with.

To communicate benefits you want your audience to enjoy...

... Grab their attention with your headline

... Tell them how your product will benefit them

... Be specific on course of action and Sign Your Name

The original copy is here: http://www.copywritingcourse.com/Eiklor/EiklorFlames.html The revised version (not formatted) can be viewed here: http://www.copywritingcourse.com/Eiklor/EiklorFlames-Revision.doc

As you’ll see, more emotion, more feeling, more of personal experience of having a home with a fireplace is revealed in new version. It connects better than simple statement of “Imagine these gas logs in your home.”

Don’t Just Give Features… Give Benefits, Too and Make Sale Before Sending Them to Dealer

The next section of copy has a two-fold purpose. One is to bolster features of these logs with associated benefits so site visitors better understand what they’re getting. The second is to convince them that – once they visit their local retailers – they need to ask specifically for Eiklor Gas Logs.

The section with bulleted list serves both purposes. By giving quick statements about both features and benefits of these logs, I’m giving visitors opportunity to scan for what they need. I’m also quickly making points about quality of these gas logs. Lastly, I’m answering ever-important question “What’s in it for me?”

The closing paragraph reiterates that Eiklor is considered one of best and that site visitors should go to local dealer and see these logs for themselves.

Overall, copy was greatly improved in both respects – search engine optimization and sales orientation. Now page is fully prepared to bring in new visitors and turn a profit from them.