Your sales letter needs to stress benefits of your product. If you don't know what they are, spend some time writing them down. People generally act on their emotions, so your copy needs to play on emotions hard enough to force them to act. Start your letter with your product's strongest benefit.

There are no hard and fast rules on length of a sales letter. It can be 2, 4, 6, or more pages. Just make sure that every word you include is necessary; don't be wordy just to increase letter's length.

After you present benefits, you need to ask for order. You'd be amazed at number of writers who skip this simple step. Tell potential client what to do -- i.e., "call now" or "mail card." Give people directions and a good reason to act immediately. Phrases like "limited time offer," "special price," and "limited number available" can entice your buyers to act quickly.

Have I made my point? Probably. You certainly know what this article is about, don’t you. Now let me tell you a little story:

Once upon a time there was a beautiful girl named Trixy. Trixy was most beautiful girl in kingdom. She was so beautiful that Prince John fell madly in love with her beautiful face. But Trixy, who was incredibly beautiful, thought she was too beautiful even for Prince John. So Trixy decided to join a rock band and be a backup dancer. The End.

Without looking back at story, can you recall what prince’s name was? Maybe you can and maybe you can’t. But, without looking back at story, can you tell me what was so special about Trixy? You most definitely can. And why can you remember what was so special about Trixy? Because I repeated it about six times!

This same principle can be applied to your marketing to help people remember your message. I often see commercials on television that impress me as clever and visually engaging, but ask me thirty seconds later and I won’t remember name of product being advertised. I don’t have a faulty memory. I just need things to be pounded into my head sometimes.