Whether you are hiring a copy writer to compose your internet sales page, or you are writing sales copy yourself, here are basic necessities of an effective sales page.

Headline: This includes three elements. First, pre- headline to set-up main headline and capture attention of category of prospects you want to attract.

Next, main headline, in largest font you will use anywhere on page, tells product's biggest benefit (a benefit evokes a favorable emotional response). Last, post-head, which further clarifies main headline.

The story: This is an emotional grabber that pulls visitor into copy so you can present your product and make your offer. It should be benefit driven, showing reader how they could feel or their life could be better if they owned product.

Your Credibility: This is especially important on-line, and needs to come early in letter. Some of ways you can build credibility include testimonials about real results, that include full name of person giving testimonial. Also, use specific numbers rather than approximations in your copy overall. If you have expertise and credentials related to product, say so. When applicable, explain product test results. Quote favorable reviews from newspapers or magazines. And give your contact information with an address. This proves you are real. Don't worry that someone will show up on your doorstep, and if someone calls you, that's good. You learn from contact with clients.

Maybe your newsletter content has been “same old, same old” because you haven’t really thought about range of information your subscribers might like or new formats for presenting information. If your in-house experts have been source of information, maybe a guest editor would add spice. Or perhaps presenting information in form of a case study would enliven dull data or make theoretical more practical.

What else could you include in your newsletter? Here’s a list of 26 content ideas to get you started.

1. Editorial. Subscribers welcome columns written by an in-house or industry expert.

2. Case study. Readers love real-life how-to’s that they can apply to their own business. Case studies provide valuable specifics: How much did it cost? What problems did they encounter? What was ROI?

3. Photographs. Don’t forget that all content doesn’t have to be text. Choose photos that are worth a thousand words. If you are using “people” photos, a close-up of a speaker works better than a wide-angle shot of a roomful of attendees.

4. Product review. Readers will appreciate your informed opinion and unbiased reviews of everything from software to computer equipment to packing materials.

5. Interview with an expert. Spend 15 minutes talking to an expert and you’ll come up with a heap of valuable information and insights you can write up for one or even two newsletter articles.

6. Profile. Write about a subscriber or a partner in each issue of your newsletter. Profiles enable your subscribers to connect with your company on a personal level.

7. Behind-the-scenes spotlight. Give your subscribers a behind-the-scenes look at people responsible for your latest product. Or how about explaining your company’s fulfillment or manufacturing process?

8. Advice column. Write a “Dear Abby” column, with an expert who solves a subscriber’s problem. Use actual questions from subscribers. If necessary, get column started with a question you are often asked.

9. Resource list. Let subscribers know about useful websites, white papers, books, or training opportunities.