So, you want to get a better conversion rate. You want at LEAST 1 out of 20 visitors to your site to buy your product. Here are a few steps that I use to get there for my clients...
1. Always be asking "why". I prefer "why" to "whats in it for me", because it helps you get into the prospect's mindset better. For example, take a headline... "Get More Twitter Followers Right Now!" (bad headline, but it is just an example) - Now pretend you are reading the letter, instead of writing it, and ask yourself "Why?"
So in this case, why would I want more twitter followers? So I can sell them products. (feature you can turn into a benefit in your copy.)
And why would I want to sell them products? So I can make money (another benefit.)
And why would I want to make money? So I can spend more time with my family and quit my job (another benefit.)
And why spend more time with my family and quit my job? To be happy without fear, worry, and stress (ultimate benefit.)
So we went from "get more twitter followers" to "being happy without fear, worry, and stress". What do you think is going to sell your report? The prospect of more twitter followers, or the prospect of more happiness?
Always, always be asking WHY.
2. Forget copywriting structure. Completely. A lot of books will try to teach you copywriting as a formula. Do this first, then that, then this, and your salesletter will be complete. And if you want to succeed, you need to forget about ALL of that.
I'm not saying that your sales page WON'T follow the "headline, subhead, lead in, etc." formula. But don't set out to write your sales page with that formula in mind, because it isn't the physical elements that sell - it is the ideas behind them.
Say it with me - Attention, Interest, Desire, Action. Get their attention first. The most effective way to do this is with a headline. (see? We're still asking why - why write a headline? Because it captures their attention!)
But, and here is what most people miss, you have to KEEP that attention. Write a headline that leads into a subhead, which leads into the body of the copy itself, and keep that flow going. Even if you have a brilliant headline, don't use it if you can't "hook it up" with it in your lead in.
3. Stop copying IMers. Seriously. Big launches usually have crap copy because they don't NEED good sales copy, its all done by preselling with their prelaunch and JV email blasts. The IM market has some of the worst sales copy out there. Just because "guru X" did such-and-such in their copy doesn't mean you should. If you want to copy IM product salescopy, look at the top selling items in Clickbank and swipe THOSE. They are proven to actually sell.
4. Sell in real life. Whatever you're trying to write sales copy for, find someone who might be a good prospect and get face to face with them. Grab a tape recorder, and try to sell them on BUYING that product. Don't tell them what you're doing, just start talking about the new thing you're doing or this neat thing you've found. When they ask "how much is it?", tell them. Answer all of their objections. When they say "where can I get it?" you're almost there - tell them it isn't released yet. You want to hear your "prospect" say something along the lines of "man, I wish I could have that right now!"
Then promptly thank them, stop recording, and go off and take notes about EVERYTHING you said. That recording is literally a gold mine of info you can use to sell your product.
Follow those tips, and you'll be light years ahead of everyone else when it comes to writing a letter with 5% conversion rate - or better!