When writing a sales letter (or any website really) don’t let the main information you want the person to read be too wide.

What’s too wide? I limit my sales letters and things I really want people to read to 600 pixels.

Why?

There’s two main reasons.

1. Because if you’ve seen the eye tracking results (I’ll find a link and post it I don’t have time at the moment to find it). You know people scan pages from the top left down.

2. When people read the longer the lines the easier it is for them to lose their place and stops their focus.  This is also why we break things into small paragraphs of 1-3 sentences.

So stick your sales letter in a table if you haven’t already and make sure it’s set between 600-700 pixels. Don’t use 100%, it makes ready very difficult.