Speak to the heart of your intended reader. Make your letter look personal – from one human being to another. Strike a chord and woo them into your letter to find out what's inside. People respond in droves to the human approach.

Provide solid reasons for the reader to read on. Your message is constantly being scrutinized as readers look for reasons to dismiss your letter and move on. Imagine your letter's recipient standing over the wastebasket to sort their mail. Anything that interests them, is relevant to their current lives and mindset gets saved – while everything else gets tossed out.

Give it your best shot every time you sit down to write sales copy. Make creating positive and profitable RESULTS and absolute must for you. Be willing to put yourself on the line completely… and demand your absolute best effort.

Sell people what they WANT… not what they NEED. ;Wants; are emotional and emotions drive human behavior.

Present your product as the optimum solution to one or more of the never,ending concerns people have. These include losing weight, resolving specific health problems, protecting one's family and possessions and making more money.

Start with a great product that people want. If there's already a proven market, you're way ahead of the game. Now… combine your quality product and eager market with brilliant copywriting that gets the sale and you've got an unbeatable combination.

Anticipate competitor's reactions to your offer. Think of possible ways your competitors might counter your offer and beat them to the punch. This helps you keep a step ahead and maintain an edge in the marketplace.

Get right to the point. Avoid the warm,up that could turn off many potential buyers. Say something of critical interest and importance straight away. Tell prospects how they can gain a major benefit early in your copy – preferably within the headline and first few lines of text. You want to make an emotional connection as quickly as possible.

Pay attention to the impact of word substitutions. Slight changes can sometimes significantly alter the meaning of your message, thereby changing the impact and the results produced. Following are 3 examples: Try vs. Examine – Trying is less of a risk and requires less perceived work Think vs. Thought – ;Think; is present tense and implies immediate change Replace vs. Substitute – Replacing suggests an upgrade. Substitution suggests the next best thing – a step below.