Three Immutable laws of sales letters:

• People never read anything at first. Your job is to get people to start.
• People never believe anything at first. You must create the believability and prove that what you’re offering is genuine.
• People never do anything at first. Your goal is to get them to do something, with the ultimate goal of ordering your product. You need to tell them exactly what to do.

This translates to three steps of web copy: Pull them in. Prove your case. Push them back.

Pull Them In
The headline is the first thing people see. It’s vital. Often, that’s the biggest problem with copy: the headline fails to pull in the potential customer.

Headlines in red do better than those that aren’t. If the headline pulls them in, they might only start scanning your letter, so you need something within your copy to pull them in. Use a Johnson Box. It’s a table that’s a different color, maybe in a shaded border, because borders have been proven to increase readership. Put something in there to peak their curiosity.
Use headings and subheadings throughout the letter. These headings should also tickle their curiosity. They don’t necessarily need to tell about what’s coming after them. Questions are good in spots like this.

Bullets are a primary part of any letter, because they cluster your benefits for greater impact. Since bullets are slightly indented, they break the flow for the reader, so they’re forced to read rather than scan.

Use a P.S. at the end. The P.S. is the next most important thing to the headline, since people usually skip from the top to the bottom. Include a bit of info in the P.S. that would cause the reader to go back to the beginning and read the letter again.

Elements of a Sales Letter
Describe The Problem: When people first reach your sales letter, you need to put them in the right frame of mind. Talk about their problem — what you think has brought them to your page or email. Tell a story that empathizes with them. Make the problem bigger, so that they feel like they need a solution. Every sales letter has a problem, that of paying for your product. You want to make their problem big enough, so that it’s more worth their while to pay for your product than to suffer whatever problem brought them to you.

Educate: Next you educate them about your product. Talk about the solution to their problem. Talk about the features and uses of your product. As you mention these, tie them in with the problem. Point to the proof that your product works. Include testimonials and case studies. Make sure testimonials describe tangible results people have achieved with your product.

Introduce the Offer: Talk about the benefits of the product, and tie them in with the features. How will this product benefit them in relation to their problem? Why do they need to buy the product right now?

Call to Action: This is where you bring the reader into your order form or your website. Lay out your guarantee. Tell them what you want them to do next