Address every issue that could be a concern. Begin with a list of every reason why a prospect doesnt buy. He may want it, need it, even crave it — and be quite capable of paying your price. Yet still, he doesnt buy. So you need to go deeper to discover all possible obstacles that may be preventing sales.
Anticipate those objections and create a way to address each. You can get into some depth here, and provide complete answers without adding excessive words to the sales letter. Simply create a Question and Answer (Q&A) or Frequently Asked Questions (FAQ) page and make it available by a separate link from your home page. This is an effective way to provide additional information key details that could potentially swing the sale without making your sales letter longer than it needs to be.
Your close can make or break the sale. Ideally, you want to carry the enthusiastic prospect through to your order page, without any interruption.
If for some reason, your reader still needs more information, its instantly accessible on your FAQ page. Move your prospect from a mindset of visualized benefits to a state of definitive action, in order to reap those...
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