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When you have an online business you do not have the perks of selling your product in person.  Therefore, your words are very important; they make or break a sale.  Writing up a sales letter means getting into the minds of your readers. You should know who your customer base is, what age group, gender, etc. You need to use psychology and tactics that will draw your readers to buy immediately.  Your sales copy should be captivating so that your customer is interested in reading through it, however long it is.  Some sales letters are twenty pages long, but still keep the readers attention the entire time.  The sales letter needs to fully describe the problem the customer may be having and why your product is the only solution.  When you are writing your sales letter, you need to make sure your readers trust you and that your product is absolutely the best.  Your sales letter should describe your product in detail so that the reader understands completely what is being sold. Some people add a claim that includes a number.  For instance, you may want to mention how much money someone made after reading your product that gives away all the secrets to making millions.  The sales letter should make the reader feel that there is a sense of urgency, that they must take action and purchase the product now.  There may be a few slots remaining or eBooks left to sell, or there may be a certain time where the product will not be for sale anymore.  Testimonials from excited customers whose lives have been changed will only guarantee sales.  You want your order form to be visible and the price should have a strike mark through it indicating that there was a price reduction.  Bonuses also entice the customer to purchase your product.  A sneaky approach to selling your product is to state how many other web sites are scamming customers and how you as an owner were scammed too, which propelled you to create your product.  All these techniques make an excellent sales copy with a lot of hours of tweaking the writing so it sounds perfect.