Your USP An important part of your sales letter is identifying and showing you reader the unique selling point of your product and service. without this your reader can become confused and not really understand fully the full benefit of your product service to him. In short how your product is uniquely different from your competitors and will be able to solve your potential customer's problems. Presenting your product: It is critical to set your product or service apart from your competitors or they will simply take your potential customers before you even have time to present your product to your readers. You will do this by presenting your product or service well and making it crystal clear that your this will be the ultimate solution to your reader's problems. Over deliver: you will need to offer something to your potential customer that nobody else is offering. This will make you stand out from your competitors. This is especially true if you have a service. Offer a little extra and you will see customer conversions soar. You can do this by emphasizing benefits. Make your potential customer an offer that he cannot refuse. To do this you will be listing benefits that similar products from your competitors simply do not have. This is again making your product or service truly unique. Your product must be different and hugely benefit your reader. Your sales page is all about stating the USP of your product and service. Once you have done this then your reader will be truly interested, as he will perceive your product as different and better than other similar products that your competitors are selling. This will help you to increase sales conversions. When you clearly clarify and impress on your reader your USP you will then be able to persuade him to buy from you and not your competitors. You will also give him a good clear picture of what he is buying and how it will benefit him. So put some thought into how you will present your product or service and what sets it apart from your competitors products before you write your sales page.