The Robert Collier Letter Book
“Your safest opening,” says Drayton, “ ... is your prime benefit and offer ... an instant statement, instantly comprehensible.”
John Forde • Great Leads: The Six Easiest Ways to Start Any Sales Message
One thing I want to stress is that you must be very clear, very specific about what you want him to do. Lead him by the hand and take him exactly where you want him to go. Tell him where the order coupon is. Tell him to fill it out. Tell him to enclose the payment. Tell him how much to send. Tell him who the checks and money orders should be made o
... See moreBond Halbert • The Boron Letters
The Architecture of Persuasion: How to Write Well-Constructed Sales Letters
amazon.com
Lead your advertisement with one, and only one, powerful idea Make sure that the idea creates an emotion, a single emotion, which will compel the reader to respond Support that idea with one engaging story or compelling fact Direct the reader to one, and only one, action