In marketing, conversion happens when a target customer does the marketer's desired responsorial action from the customer. In other words, a conversion would happen in the favour of the marketer. The more conversions a marketer has, the better it would be for him and his business. In internet marketing, conversion is expressed as a conversion rate which is just a ratio of visitors who convert website visits or content views into the marketer's intended action, to the total visits in the website. This is often based on direct or subtle requests from advertisers, marketers, or content creators.

Different interpretations are done by advertisers, individual marketers, and content creators regarding a successful conversion. To online sellers, for example, a successful conversion may involve a complete sale of a product to a consumer whose attention has been caught after viewing a banner advertisement. As for content creators, a successful conversion may just be a simple membership registration, software download, or a newsletter subscription.

The challenge for advertisers and marketers is to be successful in increasing their conversions. There are many methods on how to increase conversions but maybe the simplest and cheapest way to increase it is by making powerful and effective sales letters or copywrites. Sales letters have been shown to significantly help improve sales and conversions of company. And by being just a simple letter, it could minimize the costs marketers/advertisers have to make. The challenge here is that they have to make good sales letter as a product of good copywriting. And good copywriting can be achieved by training or by following the methods used by successful copywriters. The success of a copywriter depends on his/her ability to increase conversions for a company, and there have been many successful copywriters in the past few years. One of those is Jo Han Mok, who is now spreading through his books, tips and tricks on how to improve copywriting skills.