Writing a short sales letter is not a solution as long sales letters have a better conversion. You can also present the features and benefits in an elaborate manner so that a visitor is convinced and get the "Buy" mood.

With a long sales letter, you can still grab the attention of skimmers. The following are some of the ways that you can fruitfully utilize:

1. First impression is a lasting impression

You have to create a professional looking ad copy. The reader must feel compelled to read your sales letter and he should be drawn like a magnet towards your sales letter. A heading which contains a misspelling can turn off a potential customer. If you are not taking care about details then the person may not be inclined to buy from you. What should your customer expect from your products, or even your support to the product later on?

2. Headlines and Sub-headlines

Use catchy headings and sub-headings to easily grab your visitors' attention. Talk a bunch on the features and benefits of your product. Create a sub-heading on each feature. Making your headings and sub-headings interesting is another way to coax your readers to read further.

3. Pictures and Graphics

Use pictures or graphics that highlight your product or service. Also use pictures or graphics to show bonuses. They will make your product stand out to your visitors. Pictures and graphics also easily attract one's eye and make her linger on the graphic object.

4. Fast loading of Graphics

Be sure your graphics load fast and the links are working correctly. People don't want to wait. This is true especially if your graphic is at the top of your sales letter, and your whole web site will only be shown after downloading that picture.

5. Short sentences

Short sentences or sentence fragments are preferred to long sentences. It will be easier to read and understand short sentences than long ones. A visitor will have a better retention of a short sentence. A visitor will get dissuaded by very lengthy sentences and may abandon reading it further as he will realise how difficult it is to read your sales letter.

6. Text Font and color

Use italics, bold, color and underlining to highlight important words and phrases. Make sure that you use them sparingly. Too much of them may look like you are frantic and will turn away potential buyers.

Use highlighting near the area where you want to have your visitors read more. You may want them to read the features or benefits of your product.

7. Highlight Product Benefits

Pick the three most dominant and fascinating advantages of your product and repeat them in different parts of your sales letter. At the same time, you need to be careful not to keep repeating it as it will become boring. This will help your visitors easily remember these benefits. Rewrite the sentences, so it won't appear that you just copied and pasted them in your ad copy.

8. Bulleted Features List

Use bullets to list the features and benefits of your product. Bullets make reading easier making your visitor read more.

9. Postscript

Postscripts are an integral part of a sales letter. You should use a postscript (P.S. and P.P.S.) at the end. Postscripts are, probably, the most liked and read sections of a sales letter. As part of postscript, you may include different points for the purpose of emphasis. You may remind the bonuses included, repeat the strong point of your product, or point out the urgency for the prospect to take action.

10. Buy Button Placement

when you are writing a long sales letter, you should have buy button links at different places of the letter. If your prospect had been convinced to buy early on, ensure that you provide them with the opportunity to do so. It is better to capitalize on the prospect's Buy mood immediately without giving a chance for him to change his mind later on.

With all the attention capturing phrases and other techniques discussed above, you can really make a visitor take notice of your sales letter and ensure that he reads it long enough to get convinced and there after buy your product.