Advertising 
Advertising is one of the main means of attracting visitors and ultimately turning those people into customers.  The term actually covers most means of promoting your web site - banner advertising, signature files, etc., though in real terms 'advertising' really means words used in printed publications to publicise a particular offer.  Not to worry, the exact definition of words is not a priority, not for marketers that is. 

Creating Classified Advertisements That Generate Enquiries
AIDA:  This is the acronym for the perfect pattern to which all good advertisements conform.  All advertisements should: Attract Attention, Arouse Interest, Create Desire, Initiate Action

A Selection of All-Time Winning Advertising Headlines
Marketing gurus take great pains to study other people's winning headlines, looking at layout and design as well as noticing what words the copywriter considers most effective.  This selection of all-time greats will help you understand what makes a winning headline:

Writing Winning Sales Letters
Sales letters are commonly used to respond to enquiries for further information about your products and service, normally generated from classified ads., both free and paid for.  But sales letters can also appear in their entirety on your web site where they can be accessed by browsing visitors perhaps attracted via search engines, or from other traffic generation means, for example: e-zines, email, reports and information products, etc.

About The AIDA Principle
How to use the various components for which AIDA is a well-known acronym.  AIDA stands for:

Writing Headlines For Sales Letters
When we read newspapers, it is the headline that attracts us to a particular feature or spot, explaining why editors and journalists frequently spend as long deciding on a headline for their front pages as they do on writing the story itself.  Various techniques help them decide what will, and what won't, attract readers to their publication.  The same principles apply to writing sales letters.