they form the opinion of you that you want them to form.  If you don't tell them who you are, they'll fill in the gaps with guesses and generalizations from their experience -- and those generalities could be things such as Internet marketers being hucksters who will sell anything without knowing or caring about the product. Make an Amazing Offer People are used to getting "but wait, there's more!" in sales pitches. If you don't have a bonus of some kind, or have a weak bonus, they will not feel as compelled to purchase as if you have an amazing, time-sensitive or limited quantity bonus. Other bonuses that make customers feel like they're getting something special are free downloads that they can use while they're waiting for the product to reach them, or a customer forum they can join immediately upon purchase. Stay Customer Oriented Too often, businesses start out strong in their sales letters with a captivating headline, and finish strong with an amazing offer, but something goes wrong in between. They lose sight of the customer, and start talking about how much effort the company put into building the product, or what inspired the various functions included in it. If your copy is not directly related to either telling the customer how the product can meet their need, or offering a testimonial of how a similar customer solved a similar need with the product, that copy doesn't belong in your sales letter.