In affiliate marketing, when you are creating a sales copy for an affiliate product, website visitors first skim through a sales letter. During such skimming, if they come across a few attention capturing items, then they may stop skimming and start reading the sales letter.

A sales letter being a short one is not a solution since long sales letters have a better conversion. You can also explain the benefits and features in an elaborate manner so that a visitor is convinced and gets the "Purchase" 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 lasting impression

Your ad copy should look professional. The reader should want to read your letter, should feel compelled to read your letter . A misspelled word in your heading can turn off a potential customer. Why would one buy from you if you don't take care of details? What should your customer expect from your products, or even your support to the product later on?

2. Headlines and Sub-headlines

Use prominent headlines and sub-headlines to easily catch your visitors' attention. Talk a lot on the features and benefits of your product. Have a sub-headline on each feature. Your readers may want to read further if they find your headlines and sub-headlines interesting.

3. Pictures and Graphics

Use pictures or graphics that show your product or service in a better light. Also use pictures or graphics to show bonuses. They will make your product noticeable to your website visitors. One Graphic and picture is equal to thousand words, so graphics and pictures also easily attract one's eye and make her take notice and 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

Use short sentences or sentence fragments. It is easier to read and understand short sentences than long ones. Very lengthy sentences may itself dissuade the visitor from proceeding further as he will realise the degree of difficulty in reading 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 trust worthy and notable advantages of your product and repeat them in various parts of your sales letter. At the same time, please ensure that you do not overdo the repeating as it will become monotonous and boring. Such controlled highlighting will help your visitors easily remember these benefits. Use good grammar and 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 qualities and advantages of your product. Visitors will want to read more if your list is bulleted.

9. Postscript

Use a postscript (P.S. and P.P.S.) at the end. This is some of the most read sections of a sales letter. You may repeat the strong point of your product, remind the bonuses included, or emphasize the urgency for the prospect to take action.

10. Buy Button Placement

when a long sales letter is written, always provide Buy buttons at different locations of the sales copy. 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 grabbing phrases and other techniques discussed above, you have the opportunity to make a visitor take notice of your sales letter and make sure that he reads it long enough so that he can get convinced which will lead him to buy your product.