In order to write a sales copy that converts, it is essential to start with a compelling lead that grabs the reader's attention. The headline should be intriguing and make the reader want to continue reading. Additionally, the copy should be formatted in a way that allows for easy skimming, as many people tend to quickly scan through text. It is important to focus on the benefits that the product or service offers, rather than simply listing the features. Using compelling language and incorporating effective social proof can also help to persuade the reader. Lastly, a clear call to action should be included to guide the reader on what to do next. By implementing these tactics, a sales copy has a higher chance of converting.