What you have to understand is that internet is different from world of print and it’s a medium that web visitors are still getting used to. For most people, reading from a computer screen is not an enjoyable experience, and some find it downright uncomfortable.

No wonder users are impatient and skim on a whim. That’s why vast majority of web users (over 79%) scan text looking for information that interests them. Very few read each and every word.

Another revealing fact is that users read 25% slower on a computer screen compared to reading from a magazine, newspaper or a book. So if people read more slowly and are scanning too, you have to create web content that’s easy and inviting to read.

MAKE EVERYTHING SHORTER One of quickest and easiest ways to improve web copy is to shorten long paragraphs. For example, if you have a paragraph that’s 12 lines long, break it up into two or three short ones. And if you need to write about many different items, use a bulleted list ... • interesting fact number one • fascinating fact number two • remarkable fact number three

Also, use short words and short sentences. They’re easier to read than long ones. And, if you want to emphasize a point within a sentence, put it in bold type or highlight it with color. Use these techniques sparingly. If you overdo them, your page will look visually messy and will discourage people from reading it.

Although it’s best to keep pages and paragraphs short, there are times when you’ll want to expand upon a topic. That’s when links come in handy. Just put a "Continue" or a "Read more" button at end of a paragraph, then you can take your reader to a new page devoted solely to your topic. Again, don’t overdo higher links . Too many of them on a page are distracting and will weaken impact of your main message.

How do you get people's attention and build their interest to take time to read your sales letter? Let's face it. If you can't get attention of prospects and keep their interest your sales letter will just fall flat on it's face and thus not make you much money.

Today, I'm going to show you how to take that limp sales letter and inject more money making power into it. How? You make your sales letter more riveting. And you do that by creating a thread of curiosity and or surprising information that keeps your prospects on edge of their seats. There are various ways to do this, but today I'm going to show you three simple things you can do right away to make your sales letter more riveting.

1) The 25% Rule: Simply stated, if first quarter of your sales letter isn't absolutely compelling and interesting enough your sales letter will bomb. So here's what you do. You craft an irresistible benefit laden headline and subhead that pull people into first sentence of your body copy. You write copy in such a way that to complete thought forces your audience into next sentence. Next, your first paragraph will naturally flow into second paragraph and then into third and so on. The trick again, is to write copy in such a way that you're using stories, case histories, testimonials news or even descriptions that take several paragraphs to write. Then you break this huge block of copy up into multiple paragraphs. As a result, first 25% of your sales letter should become riveting.