Writing a winning sales page is a formula. To be sure, you have to insert the variables of your customer’s characteristics and your product or service features, but it’s a formula. The formula has eleven points. Make sure your sales letter contains every one of them.

1. Keep it simple and direct – focus on getting the order. Don’t distract the reader with useless information, other offers or advertisements. Give them your entire attention.,

2. Get their attention. Give them a headline that speaks to a positive result in reading your sales letter.

3. Explain why you’re writing. Be clear and direct. Tell the reader why they’re getting this email. Make it beneficial.

4. Tell the features and benefits of what you have to sell. Don’t even think about putting a feature without a benefit. Note: all benefits boil down to “save time and save money.”

5. Add credibility. Use real testimonials or real lists of customers.

6. Add Comfort. Show the reader how they cannot make a mistake because of your money-back policy, your guarantee, or your long history of customer satisfaction.

7. Make it Urgent. Tell your customer to order now. Right now. If needed give them deadline – e.g. this offer is only good until the end of the day/week/month.

8. Ask for the Order. Plain and simple.

9. Affirm their decision – e.g. You’ll discover that this is best decision you’ve made in years.

10. Tell them exactly how to order. Step by step. Don’t leave anything to chance; don’t leave anything out.

11. Just for good measure, ask for the order again.

Make sure your sales page does these 11 things and you’ll have a winning sales page.