You need to begin your sale page by getting your visitor's interest. You need to pick out them and make them want to read. Just like your eBook. Your headline has to create them want to choose up the guide. Your sale page needs to develop them want to start the guide. And you first passage needs to make them want to examine your sale letter.
In the case of the sales letter, your viewers recognize the headline first. This is your interest grabber. You need to have a very powerful connect to sketch your viewers into studying the sales letter. You need to pay attention to their inspirations and indicate that in the headline. Otherwise they won't study your first passage.
Once you've got the reader's attention and interest it's time to build desire. You can do this by listing some of the things they will learn with your eBook. Your knowledge of your audience will help you select those benefits of the eBook that will most interest and motivate your reader to buy your eBook.
At this point you've got a reader who's motivated to buy. And if you've done your job right that's exactly what they will do, In fact, by this point they've already made their decision. However, sometimes they'll still have niggles little doubts. Doubts those will stop them from taking the inevitable step. It's at this point you need to respond to all those objections. You need to prove to them that they are making a great decision by buying your product.