COUNT DOWN TO AN ARTICLE.

There are hundreds of books available to teach you how to write
a good sales letter/advert. If you were to read them all it
would be possible to distil all of the recommendations into a
'What to do list' similar to the one below. This list is not
exhaustive. No two people would set it out in exactly the same
way. It would be quite possible to extend the list a great deal
further. This is my version. It works for me. It could work for
you.

COUNTDOWN TO AN ADVERT

The headline must grab the readers attention. Make a promise or
offer a benefit. Expand the headline in the lead paragraph.
Don't waffle. You must hold the readers interest. Make sure that
any information that you give is useful. Make sure your product
is of interest to this particular audience. Stress all of the
benefits, As many as possible. Curiosity creates interest. Solve
your reader's problems. Talk to the reader as a person. If you
make a promise, make sure you keep it. Decide what you want your
readers to do next and ask them to do it. Make it easy for them.
Ask for an action, 'click here, buy now' etc. For more
information, 'Do this. Do that. Go to.' Make it easy to sign up.
In the copy and at the end of the copy. Offer a freebie for
signing up. (Make sure that it is relevant and of high perceived
value.)

Ensure that any links in the copy are working properly. If you
are using an autoresponder, give them a way of contacting you.
Your email address at least, your phone number will give people
confidence. If you feel that I have left out something of
importance, let me know. I would prefer that you email me but my
phone number is there if you should need it.