The Ultimate Sales Letter Summary · When using problem, agitate, solution, first, define the customer's problem · in clear, straightforward terms (saying only enough ...PrintTheBookinThreeSentencesAnyonecanlearnhowtowritecopythatsellsCopywritingisamechanicalprocessratherthananartGreatsalescopyisindispensableintoday’sultra-competitiveworldTheFiveBigIdeasDetermineyouridealbuyer’sprioritiesNeverattempttodivertyourreader’sattentionfromtheobjectitisfocusedon.Rather,entertheconversationalreadyoccurringintheirmindOrganizeyourproductorservice’sfeaturesandbenefitsinorderofimportanceBuildcredibilitybyadmittingopenlydiscussingthedrawbackstoyourofferNooneissittingaroundhopingandprayingthatheorshewillreceiveyoursalesletterTheUltimateSalesLetterSummaryStep1:Get“Into”theCustomerStep2:Get“Into”theOfferStep3:CreateaDamagingAdmissionandAddressFlawsOpenlyStep4:GetYourSalesLetterDeliveredStep5:GetYourSalesLetterLookedAtStep6:GetYourSalesLetterReadStep7:BeattheBugabooStep8:MotivateActionStep9:WritetheFirstDraftStep10:RewriteforStrategyStep11:RewriteforStyleStep12:AnswerQuestionsandObjectionsStep13:SparkImmediateActionStep14:TheCreativePSStep15:ChecktheChecklistsStep16:UseGraphicEnhancementStep17:RewriteforPassion!EditforClarity!Step18:CompareYourDrafttoExamplesStep19:PretestStep20:BringYourLettertoLifeStep21:ChangeGraphicEnhancementsStep22:EditAgainStep23:MailaMockupStep24:TheCool-OffStep25:GetSecondOpinionsStep26:GiveIttheFinalReviewStep27:GotoPressStep28:TestStep29:Sometimes,OutsourcingWritingcopythatsellsisnotacreativeactsomuchasitisamechanicalprocess,adheringtoformulas,andassemblingessentialcomponentpartswithinareliableframework.Beforewriting,youmayfinditusefultobuildreferencelistsorstacksof3-by-5-inchcards—“WhatIKnowaboutOurCustomers…aboutOurProduct…”andsoon.Kennedy’s“10SmartMarketDiagnosisandProfilingQuestions”Whatkeepsthemawakeatnight,indigestionboilinguptheiresophagus,eyesopen,staringattheceiling?Whataretheyafraidof?Whataretheyangryabout? Whoaretheyangryat?Whataretheirtopthreeda