Your headline is key because it must make the visitor hesitate, and make them think about what you’ve stated. In addition to that it aims to have them feel a compulsion to find out more. In other words, it moves them to the start of the sales letter. However, keep the claim in the headline realistic, so that your offer will in fact follow through with what you state there. In any case, few people now believe outrageous claims of being able to make a fortune, for example, in the next month.
Once you get them past the headline, you have to provide them with the benefits they will gain from your offer. Put these in a bulleted list. For instance, if you’re offering improvement in playing tennis you might have bullets on: “Convert your weak serve into one of power and accuracy” or “Never again be defeated by your opponent’s serve but use a return of serve with precision and speed”. And so on.
Being a subject you know in detail, put another 6 or 7 bullet point benefits. They must be benefits for the reader and not just a list of features of your product. Feature: “Such and such [name of make or type] a raquet allows a comfortable grip”. Benefit: “This raquet will certainly add massive force to your returns”. The reader would prefer the second quality.
Then have a Call To Action. “Time’s running out – I’ll be taking down this offer soon. So do yourself a favor and click the button below”.
For those still uncertain but are on the edge, your guarantee can be the deciding point. Offer a money back guarantee, no questions asked. You might set a time limit such as 30 or 60 days.