"Sales Letter"... that's your web site's sales page.
The page with the carefully written copy designed to
convince a visitor that they will benefit from buying
what you are selling.
I began direct marketing before the internet and learned
the basics of mail order marketing. I am glad to say
that many webmaster have adopted the teachings of the
old time, direct mail copy writers. They learned the
hard way what would sell and what would not.
Mail order means spending thousands of dollars on
every mailing. If that mailing doesn't produce sales
there is hell to pay. Copywriters learn fast or they
were out of work.
No, much of the writing on the internet is good. The
problem is most have not learned about basic layout.
Notice how often you see a good sales message
delivered in a very small, gray font. It's hard to
read even when your nose is almost touching your
Many people don't have perfect vision... plus our
population is growing older and seeing well can
be a challenge for seniors. Why obscure your
People will not work to understand what you are
saying. It's hard enough to capture a visitor's
eyeballs with a great headline... don't lose
them because they have to strain to read the
copy. One click and they're gone!
Use a font like Arial... large and black, so it jumps
off the page.
Your page is too wide! Your lines too long!
If your sales letter fills the most screen your sentences
will be way to long to read comfortably.
The eye likes to scan a few words and then move down
to another line. That's what it has been trained to
do with newspapers. Newspapers have their text in
easy to scan columns.
Even hard cover books have very readable pages... and
that's about as long as you would want a sentence to
Please, no more small fonts and long, long sentences.
Finally, white only for your background... black type
on a white background.
And, please, never...ever put white type on a black
background. If you run a split test you will learn
it just does not sell!
Short sentences and paragraphs always. Seldom should
a paragraph be longer than two or three sentences.
Paragraphs must be indented. Testing mail order
letter's proved that indenting helped to draw the eye from
the end of one paragraph to the first line of the next?
and increased sales.
All words, including headlines, in upper and lower case.
Why, because that is what the eye is accustomed to seeing.
It's not nice to confuse eyeballs!
Everything concerning your sales letter must capture and
hold your visitor's interest and attention or your brilliant writing
The details discussed here can increase your sales by 3% to 10%
or more... so just stop screwing up your sales letter!
Mark Walters is webmaster of http://www.CashFlowInstitute.com
You can contact him at mailto:firstname.lastname@example.org