There are three steps to creating a powerful and effective sales letter for your business.

For Marketer, content of sales letter is "Good News" associated with product or service that is being sold. The marketer wants his or her audience to see Benefits of acting upon or responding to sales letter's invitation to buy.

The focus of entire letter is potential Benefit of message for audience. As a Marketer, I can write all about features of a particular product, but if I don't communicate how person can benefit, then I am wasting their time and my effort.

So what is this three step formula?

Let's begin with focus of communicating Benefits. With that in mind we move toward...

1. The Headline - What is Core Benefit?

In this fast-paced world, people seldom have time to focus on every advertisement and sales letter that crosses their path. This is especially true for those of us on Internet who have been conditioned for almost instant gratification. If your web page or email letter does not immediately capture their attention and entice them to look further - then sale will never be made.

In your headline you need to tell them What You Are Going To SAY about how product will benefit their needs. You've probably got less than 30 seconds to make folks want to read rest of your letter - else they will delete your email or click to another page.

If your web page or sales letter does not immediately Grab Their Attention, then they will be gone within 30 seconds and you will probably never get them back.

In part one of this article series, I outlined a recent project I undertook for a Web site that sells gas logs. The site had a lot of potential, but in its current state sales orientation of index (home) page and keyword saturation were causing less-than-stellar results for client. My job was to rewrite index page (from scratch) in order to boost SE rankings and response.

In part one, I gave details of how I assessed current copy, how I created a “to do” list of objectives, and how I reworked copy in order to increase search engine optimization. Now – in part two – we’ll continue.

The remaining items on my “to do” list included:

1. Make copy more inviting. 2. Draw visitors into fireplace experience. 3. Don’t just give features… give benefits, too. 4. Make sale before sending them to dealer.

Make Copy More Inviting and Draw Visitors Into Fireplace Experience

The current copy actually only consisted of one short paragraph that basically instructed visitors to imagine their homes with Eiklor gas logs, told them that this site couldn’t give them true experience of gas logs, and that they should visit their local dealer.

But I wanted to get site visitors in “mood” for gas logs. Even though they may not be able to fully experience atmosphere created by a fireplace-lit room, I wanted them dreaming about it prior to leaving site. I also wanted them to be sold on Eiklor gas logs *before* they went to their local dealers.