Make sure it has its own mini headline, professional image, a specific value and ideally at least 3 bullets. People often buy a product because of good  bonuses, so make them attractive.

Guarantee

You will lose sales if you don’t give your customers a guarantee that they can have their money back.

Customers need to find out for themselves if your product or service is really as you’ve described it in your sales letter. (Too many marketers have  oversold and under delivered.)

Your guarantee should remove all risks.

If you are not known in your industry, and you’re selling an unknown product for a high dollar value, it’s best you have a strong guarantee. This  demonstrates your own belief in your product or service.

PS

Some people (myself included) will scroll to the bottom of the sales page and just read the PS.

So you need to summarize the four questions we talked about earlier within your PS. When you do this, your conversions will be so much higher.

Ensure you summarize what the offer is, how much it will cost, what the risk reversal is (your guarantee), any scarcity (or reason to take action  immediately), and a call to action.