This checklist, excerpted from Guerrilla Marketing on the Internet, contains the most important elements and devices to include in your sales letter. So, learn them, memorize them, and use them.

1. Identify your visitors’ most urgent problem

You can’t create an effective sales letter if you don’t know or can’t articulate your target audiences’ most pressing problem. So, before you do anything else find this out, otherwise your letter will be for naught.

Once you’re sure you’ve captured it accurately, dig a little deeper and see if there are one or two others that are weighing on their minds and jot them down as well. And remember, you’re the problem-solver, so make sure you offer the best solution.

2. Create an attention-grabbing headline (and subheadings)

The Internet is a very crowded place and your website will either be a momentum-gathering snowball heading down a steep mountain or just another snowflake in the blizzard. If you don’t want your website to get lost in the crowd your headline must instantly call out to your visitors and pique their interest. If it doesn’t they’ll leave. If it does, you’re over the first copy hurdle and they’ll stay a bit longer.
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