Your sales letters need to follow the AIDA principle — they need to grab Attention, create Interest, pump up Desire, and call for Action. The whole sales letter must be designed to smoothly haul the reader’s eyes down the page — to the “Buy” button. Use a strong headline that shouts out a big benefit. The headline’s job is to grab your reader’s Attention, and pull them into the letter.
Kevin Riley: Author of “Recipe For Your Own Online Money Factory“