Sales letters are the most important but the least understood subject among internet marketers. Almost every day we receives sales offering letters, but only a small number of them can attract our attention. We must know why some of them are worth reading. We should be able to identify and distinguish between the good pages and the bad one. Furthermore, we must learn what are the key factors that make a page worth reading.

How can we separate the good products from the bad products in just several seconds? actually, we cannot do it. What we actually do is just separate between the good and the bad proposals. Probably the bad proposal may in fact is representing an excellent products, but we ignore it simply because of the bad sales page.

Basically the structure of professional sales pages are similar. The basic form is consist of three parts, the headline, the body and the closing. We can expand each part, for example, the headline can be further consist of pre headline, headline and sub headline.

What should we write inside the offering letters? It is advisable to think based on reader's point of view, and then take notes on every aspects that they will most likely want to know more. Basically a good sales page will contain a lot of benefits and features that your prospects will get if they decide to buy your product. Beside the features and benefits, you should also mention about your product ability to solve problems of your prospects.

We only have several seconds to caught their attention, and if we succeed, the following task is to lead them to the decision making, whether to opt-in or to buy (depend on your goals).

So far we have been discussing the content, that is mean the quality. What about the size of the proposal? There are various sizes of successful proposal. We can find a very long and detail successful sales pages, but we also can find a very short and yet successful as well. So the question is, does size matters? The answer is yes, size does matter, depend on what you are going to explain and what is your ultimate goal. The characteristic of both types are different. The long sales pages will have more targeted audiences (or subscribers in the case of squeeze pages) but smaller number of conversion, on the other hand, very short sales pages, usually get much higher coversion but less targeted audiences.

The long sales pages will have all the basic elements and its derivatives, and will contain many bullets type sentences to emphasis features and benefits, and also several testimonials. The short sales pages and squeeze pages are usually very straight to the point, with simple graphics or no graphics and will only give two choices to the readers, to opt-in/buy or to ignore.

By knowing these basic characteristics, you will gain good foundation on copywriting job, and it can help you to build a professional pages.

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