Q. Why have a headline in a sales letter?
A. To get the prospect to read the 1st sentence.
Q. Why have a 1st sentence?
A. To get the prospect to read the 2nd sentence.
Q. Why have a 2nd sentence?
A. That's right folks. To get them to read the 3rd sentence...
And so on.
Q. When do people stop reading copy?
A. When they find a sentence that doesn't compel them to read the next one.
That's pressure for you.
Saturday, August 1, 2009
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