The headline, has achieved its part of your sales process. It has stopped your prospects in their tracks, and compelled them to read more. You must now persuade them why the have to take up your offer, irrespective of the offer made in the headline. Provide them with a list of benefits. Taking the golf slice as an example:

“You will learn how to cure your slice immediately if it happens to you on course the way Tiger does it, so that you can retain accuracy and length.”

“You will be able to teach your foursome buddies how to cure their slice: you won’t have to buy drinks all day!”

Etc, etc.

Add another half a dozen which you are sure to be able think about, since your offer is being made on your website about something you know a lot about. Make sure that you stress the benefits rather than the features of your product. “A super-dimpled hard covered golf ball that gives you more loft” is a feature, but “A golf ball guaranteed to add 40 yards to your drive” is a benefit. Same thing, but expressed in different ways. One gets the customer’s attention, the other doesn’t.

Finally, call them to action. “CLICK HERE, or this offer is almost over, so don’t miss it.” or “Click below or you may never get another chance. “

Don’t forget our great guarantee, “if this does not work for you, then you have 60 days to request your money back.” You have now met the promise offered in your headline. Not exactly as your prospect may have understood it, but it served its purpose by keeping them interested.

These are the basics of writing a web sales letter, and if you follow them properly then who needs a professional to write it for you? You are quite capable of doing it yourself.