Your attention getting pre-headline can go here to setup your main headline, it should not take up more than 2 or 3 lines and half way across...
"Your Benefit Oriented Main Headline
Goes Here, It's A Good Idea To Make
It In Quotes, Capitalize Each Word,
And Make It An Inverted Pyramid
By Adjusting The Line Lengths
Using Shift-Enter At The
End Of The Lines"
Here is your first sub-headline to amplify the benefits or competitive positioning of your offer
This is your opening paragraph, it should draw your reader into your page, hold their interest, and make them want to continue to read. You could tell them the two or three major benefits they receive from reading this letter, or you could state a little know fact or ask a question that creates curiosity as to what you're about to reveal to them.
Sub-Headline Into All The Benefits They Get
Now you want to pile on all the benefits your reader receives, like this:
This is not the time to make a list of the features of your product or service. No, you need to tell them the end result they get from those features... the benefits, and notice there is no period after each of these bullets, you may use an exclamation point, but sparingly
Benefits are the positive results your customer gets
Features are the characteristics and specifications of your product or service.