http://www.youtube.com/watch?v=QSaS8uZPulE

When you write copy for sales letters, it improves your conversions and keeps prospects on your site longer if you can tell a story while you sell. In the past I have described my two favorite types of stories: the What-If approach (start with the word "imagine" and build up imagery), and the How-To approach, where you turn your ad into an advertorial and try to teach prospects something before you sell to them. My other two favorites...