Copywriting is an art form all of its own within marketing. There are many professionals who make large incomes from concentrating purely on copywriting and doing nothing else. Big name marketers will pay serious money for a copywriter who has a proven track record of pulling in sales. The performance of sales copy has nearly as many statistics as the NFL, and no part of a sales letter has been analysed more than the headline. A top class copywriter will usually produce many different headlines, select one which they believe will perform best, and then test the others against it. Often, even the most experienced copywriters are surprised by the results, and the winning headline will become a new control in further testing.

As well as the main headline, sub headlines are critical. Often a busy reader will just skim a sales letter, and not really read it in great detail. The sub headlines basically need to convey the message of the entire letter, only in an abbreviated form. Read a sales letter's sub headlines without looking at the text in between, and see if you receive the full meaning of the letter just from that. If not, the sub headlines probably need working on.

Bullet points are another crucial part of a sales letter, and they need to be short, sharp and to the point. They also need to emphasize benefits to the reader, and not features of the product alone. Potential buyers are interested in how the product can improve their life, what end benefits the product will deliver to them. Nowhere is this concept more important than in the short, dynamic bullet point that play such a key role in creating excitement within the reader.

The end of a sales letter is also of great importance because it is here that the sale is made. The letter must have a top quality call to action to entice the reader to part with his money. A good PS has also been proven to increase response rates, if it is an effective summary of the key benefits of the product. 

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