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The Good News 10
Your Sales Letter is Your Sales Person 10 What You Need 11
Fonts 14
Width of Letter 15
Color Scheme 16
Long Letter vs. Short Letter 16
Number of Pages 17 Any Other Links? 17
Sub-headline 21
Addressing Your Prospect 22
Introduction Paragraph 24
Announcing Your Solution 28
Benefits vs. Features 29
Endorsements and Testimonials 31
Giving Bonus Incentives (optional) 35
Guarantee 37
Persuade to Buy Now 39 Post-Scripts 42
Identify Your Prospect– It Is One on One 45
Some of the Most Important Questions Answered 46
Pressing the Hot Buttons 48 Words You Should Avoid Using 52