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This Is
The Most Important Thing That Will Give Your
Sales Letter Instant Sizzle And Selling Power!
One
of the most important concepts you should remember when it comes
to creating sales copy is the fact that people are lazy. This
is not meant as a huge slam, mind you - it's simply the truth.
The more work something presents them with, the less chance there
is that they'll do it - or the more chance there is that they'll
put it off until they have to do it.
When people read through sales copy, they don't want to put any
work into it. When they get a sales letter that has huge, unbroken
paragraphs of continuous type, it looks like a lot - and, since
there isn't any variety in the size or color of the font, it looks
boring.
If that copy looks boring or looks like a lot of work to get through,
your prospects aren't usually going to take the time to read through
it - they're going to pitch it in the trash.
This is one of the reasons why every sales letter you write should
have bullets!
Bullets are, essentially, headlines WITHIN the ad copy. They introduce
the reader to new ideas that are being presented - typically by
presenting a benefit very
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