And believe it or not, of all aforementioned intangibles, number one intangible is loyalty. All great sales letters remain loyal to one of oldest of all copywriting basics: AIDA formula!

You MUST write every single sales letter using following classic AIDA formula. If you are loyal to formula, consistency, power and home runs will follow. That's a proven fact. Here's formula:

A=ATTENTION I=INTEREST D=DESIRE A=ACTION

Let's break down each letter, so that you can understand full import of formula:

A=ATTENTION: The very first thing your sales letter must do is get your prospects attention. The best way to do that is with an effective headline.

So, what's an effective headline? An effective headline is any headline that answers this question: "What's in it for me?" That's all your prospects really care about. What's in it for them? Here's an up-to-the-second example of an effective headline: "Want More Sales? Write A Barry Bond Sales Letter."

So, what makes title of this article an effective headline? Three things: First of all, I answered "What's in it for me" question--which in this case would be more sales. Secondly, I brilliantly interjected curiosity factor. I made you wonder what a Barry Bonds sales letter is. And last but not least, headline made you read this article.

And that my friend is whole point! You want prospects to read your sales letter!

Now, we come to second letter in aforementioned AIDA formula: I="INTEREST." After you get your prospects attention, you want to get them "INTERESTED" in your product or service. You do that by immediately telling them what your headline promises. You don't waste their time with a bunch of fluff and garbage that nobody but you cares about.

Tell them what they want to know, starting with very first paragraph, and continue to tell them, right through to very last paragraph. If you keep them interested, they'll keep reading, right to very end--just like you're doing now with this article.

Next comes third letter letter in formula: D="DESIRE." You have to make your prospects "DESIRE" your product or service. And way to do that is with benefits, benefits and more benefits!

If you were on your way to work and you came upon a tree across road, what would you do? There are several things you could do: 1. You could sit there and hope that natural circumstances eventually remove felled tree. 2. You could turn back and go home. 3. Call somebody to come out to remove tree, then sit there and wait for that to happen. 4. You could find another way around.

Now lets apply these to your business. Lets say you are involved in internet marketing. You have been marketing your website for two months but with little success. You want to succeed but don't know how because you are focusing upon failure of your marketing campagin. What are your options. 1. Sit there and hope that a series of miracleous events happen that will make your site #1. 2. You could quit. 3. You can hope that somebody (your affiliates) will create your success for you. 4. You could apply principles used by other successful marketers.

Of course in both examples you should choose number four. The first three in both examples either rely on luck, quitting, or hoping someone else will do it for you. The 4th one requires your own actions whether it is from your own knowledge or someone else's.