If your ad or sales letter and your website contain information which shows these people how they will benefit from your product, service or opportunity, they are more likely to purchase it. I will cover these two steps individually. You are not trying to get people to buy your product on the basis of your ad or sales letter, alone. For this reason, your ad should be brief, simply describing a few of the benefits of you are offering, and then inviting them to visit your website for more information. Features are the characteristics of the product, what it is or does.
Benefits are the actual ways in which the product, service or opportunity helps the individual.
The benefit, in this case, is the extra profits that the individual will receive from the product. This tells them that you are happy they chose to visit you. Your website should be well-organized so that it is easy for your prospects to find what they are looking for. Links should be placed apart from your welcome message, rather than all jumbled together at the top of the page. Likewise, with banners if you have them on your page.