When you embark on copywriting, it usually involves a product, person, service or concept that you want to deliver content about in a persuasive manner the reader feels compelled to read. If you are selling anything, or if you want your users to sign up for an opt-in email list, you'll need to master some basic copywriting principles to achieve your goals.

1. Your headline has got to be catchy - it can exploit a situation (e.g., reflecting on the current economic scenario), can be direct and straight (e.g., making a fixed offer), or can start off as a story. The bottom line is that the headline has to be catchy enough to hook the reader and make him feel compelled to read through the rest of the narrative that follows logically therefrom and finishes with a "call to action".

2. After grabbing the reader, your body copy should convey a casual and informal tone that is both conversational and confident. As the reader goes along, he should be shaking his head mentally in agreement. Just like you would talk to a friend, it is all about building rapport. Watch your grammar and punctuation, however, because the fastest way to break a mood is by misspelling a word that jumps out or misplacing a punctuation point. You can emphasize sections by using the one paragraph - one line approach.

3. There should be one section that clearly outlines in bullet-point format the major advantages of the service or product being offered. Each point should be kept brief giving the impression of speed and confidence.

4. Now this is important: The writing has to be simple - no humungous words, no long sentences, no confusion - everything should be written lucidly in a simple style and the copy must flow logically from one paragraph to the next. The reader should be able to understand everything in one go.

5. The copy should always emphasize on the reader's wants and desires. So, before writing the copy, put yourself in reader's shoes and ask what is it you'd like to see written.

6. Have a commitment or promise made by the end of the second paragraph. It needs to be made early on to have the copy start building and leading the reader where you want them to go.

7. We're repeating this again: The flow of the paragraphs must be smooth and logical. If there is any dither, the reader will quickly lose interest. Remember, web visitors are not famous for their patience or perseverance.

8. Your claims have to be supported by proof. If you say your product contains a magic ingredient, then there should be a testament by a leading authority certifying the value of the ingredient. If you mention your product can help people achieve something, then it must be backed by testimonials, and so on.

9. Many sales letters will have an extremely persuasive opening, bulleted benefits to the reader, and a number of decent testimonials and when it comes time to make an offer of the service or product, there's nothing there. Please realize that by the time a reader has gone through all of points above and has reached the bottom of the page, they are expecting something. On the Internet, they are usually looking for a deal, bonuses, freebies and inducements for buying right then. Essentially, they want an offer they can't refuse. Well, give it to them. You will strike gold as a result. Miss this, and people will leave your page scratching their heads. Which would you prefer?

10. Make the end so irresistible that it compels the reader to take action. Maybe you can offer some freebies with your product, maybe you can offer a free newsletter or a software download, whatever. Just remember spice up the end.

These principles will get you off to a good start when starting to copy write and build sales letters. Some of the best teachers for good copywriting are in your face as you surf. When you come across a particularly compelling piece of copywriting, bookmark it and study it. The best and brightest are all around you. You simply have to stop and look.