Writing a sales letter that produces positive results is an exacting science. Here are 5 suggested elements to include when drafting your sales letter: 1) Make reference to your main competitors without naming them. Just give hints as to who they are. This way your prospects will come to the conclusion themselves as to who you're talking about and this technique will be more powerful. To exact a more persuasive message you might consider including phrases such as "Unlike most of our competitor's who XXX we do XXX" ... Or "Why settle for the XXX our competitors provide when you can get our XXX." 2) Answer Objections - Your sales letter should answer every conceivable objection. As an objection unanswered is a sale lost. In this case, you want to study your competitor's websites looking for objections you can raise and answer in your copy that your competition has left out. And then make mention of it in your copy that most of your competition doesn't have an answer to this question but you do. 3) More testimonials/ other credibility builders - Put simply, the man with the most glowing yet believable testimonials wins. Set up a monthly or bi-weekly routine of acquiring testimonials. On top of that, if applicable to your industry, make references to organizations that you belong to and awards you've won. Also, acquire logo's demonstrating that you belong to the Better Business Bureau, or iCop or the like. Think about it, if you're choosing between site A which has 10 testimonials and logos displaying how secure and honest their business is compared to site B which has 3 testimonials - who are you going to do business with? 4) Comparisons/comparison charts - This one is absolutely powerful and its influence cannot be denied. Study your competitor's websites and write down their product/service weak points (price, features, warranty/guarantee, etc.) and make a bar chart on your site. Make sure your strengths are boldly compared against their weakness in this bar chart. Only hint at who your competitors are - you don't want site visitors going to their sites out of curiosity to confirm what you say is true. 5) More information - Is your offer easy to understand and clearly explained? Are you summarizing what your prospect is getting for their money and have you given as many benefits and features as you possibly can? Sounds simple, yet it's absolutely amazing how many marketers don't give enough information for people to make a decision. You'll sooner buy from a business that gives you more concise detail as to what you're getting than one who doesn't. If you systematically apply this information, you may usher in a new golden era for your company! - MJ