In this audio, the author essentially discusses about the importance of a good sales letter and advertisement for increasing the conversion rate on a web page. He starts with explaining the purpose of any web page to be that of making a sale. In order to get a sale on a web page or making a visitor to take a desired action, it is extremely important to have a very effective sales letter or an ad. Then he proceeds to explain the various parts of a good sales page or an ad. He highlights the importance of headlines, benefits, testimonials and money back guarantee of the sales letters. Of all these, headline is the most important part of the whole sales pitch. The author has done an excellent job of stressing the great role that an effective sales page or an ad can do. In the second part of the audio, he talks about the role of an ad. He stresses again and again the importance of writing an effective headline.The author has demonstrated the indispensability of a proper headline. Though he seems to be trying to generate sales also for his software product namely "Headline Creator Pro", he has quite ably created a case for a proper headline. His speech seems to be very effective and able to convince the audience. He has also quite nicely introduced certain concepts like a swipe file, "what is in it for me" and AIDA (Attention, Interest, Desire, Action). He effectively builds a case for an effective salesmanship. The author demonstrates how to turn the prospects to take a desired action by effective advertising. The author seems to be quite successful in convincing the audience the imperative need for an effective sales letter or an advertisement. He also stresses the importance of testing and testing and changing the headline for maximizing the desired results. Finally every statement needs to be backed by facts. The author has done a great job of underlining the importance of sales letters and advertisement.