Spend the majority of your writing time on the most important elements. These include the first things your prospect sees when arriving at your site or sales letter. Critical elements include the background header copy, main headline, sub,heading, Johnson Box, the first line of the letter and the P.S. Your offer and the ;big idea; used to present it are also important components of any sales letter. 97> of the prospects you lose will be due to one or more of the above elements.