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Copywriting Today • The use of sales letters had been around for as long as direct response marketing have been practiced in the conventional “brick and mortar” world.

And ever since the Berlin wall came down and the World Wide Web came up, it did not take long for people from business backgrounds to tap into the growing world of E-Commerce.

And it certainly didn’t take long for direct response marketers to carry their offline practice into the online world.

Headline & Sub-Headline
1. Color your headline red.
2. Your headline font must be larger than the standard font used for your sales letter.
3. Imply a benefit or a summary of your offer in the headline.
4. Introduce a character in your headline.


Opening of Your Sales copy
1. Start your copy with a story.
2. Address an important or critical issue.
3. Make safe assumptions about your prospect.
4. Be sure to follow in by mentioning a problem your prospect is facing.


The Middle Section of Your Sales Copy
1. Introduce your solution through your product or service.
2. Put all your benefits in bullet form.
3. Give only hints in the benefits, but don’t give the secret away!
4. Stress more on “What’s in it for your prospects” and don’t be too much of yourself.


Throwing in Endorsements & Testimonials
• Use photos and/or URLs below the names of your testimonies.
• If possible, add audio or video.
• Present the testimonials in a nice yellow-shade box.
• If you have few testimonials, save them for below mid section.


Call to Action
• Avoid using the “until midnight” excuse.
• Press your prospect to act on scarcity reasons.
• Use Fast Action Bonuses.
• Tighten the offer with a long-term guarantee.


Recommended Resources + Bonuses