Web Design

Start your page with a compelling headline — it’s your most important element. Add a strong secondary header to amplify your point and give that headline an additional push. Optional: Use a compelling image here to create immediate trust and rapport. Scroll down to the section below on images for more ideas. Then start your sales letter by launching immediately into a mesmerizing premise, right after the secondary headline. Remember: the job of the headline is to get the reader to read the next line. The job of the second header is to get your reader to read the first line of your premise.

Every word of your sales letter, for the first half-page or so, is designed purely to get the reader to keep reading. Everything else is secondary.

Once the reader’s attention of fully engaged, you can start selling — not before. The premise lets your reader know she’s in the right place. She immediately grasps that this letter is about a problem that bothers her or that somehow makes her life better in a way that she cares about. The same product could be marketed with dozens, or even hundreds, of different premises. Some will be wildly successful, and some will be duds. If your premise doesn’t make a connection with your buyer, none of the rest of this will work. If you don’t have a strong premise yet, or if you want to strengthen the ideas you already have, take a look at the Landing Page Assistant tutorial on creating an irresistible premise.