Sales Letters are common to both internet and offline marketing, but they take on a greater importance for internet marketing when they are placed on your landing page. Whatever tricks you used to steer traffic to your landing page, it's the strength of your sales letter that will convert that traffic into sales. What's In It for Me? The first thing your prospect will see on your landing page is your headline. This eye-catching text needs to state up front what benefit they will obtain by reading through the sales letter and purchasing whatever it is you are selling to them. Four out of every five visitors will stop reading after the headline, so anything you can do to improve the headline has a dramatic effect on your overall conversion. Laser Sharp Focus If you try to make your sales letter appeal to everyone, it will appeal to no one. Determine exactly who your ideal customer is, and target the sales letter to them. Identify who your product is for in your copy, and do it in such a way that they can recognize themselves. Make sure you know what the problems are that your ideal customers suffer from, and then highlight how your product solves those problems in your copy. Tell Them Who You Are It's likely that this is the first time your potential customer is interacting with your brand. You need to make sure that you present yourself and your company in your sales letter so that