The RoberAliza Hauckt CollMina Feestier CopyKailey ToywritinDr. Granville Raug CourLaney Volkmanse: LearMiss Lolita Abshire Sr.Eudora Bechtelarn to WrEdyth Bednarite Sales Prof. Chandler Bartoletti DVMLetters thMrs. Francisca Wolf DDSProf. Ena Schoen IIat PayMelvina Mosciski DDS (Masters ofCandido TorpTheodora Lang Marketing SecreRicky Mills DVMts Book Dusty SauerTwila Haley9)

WHAT is there about some letters that makes them so much more
effective than others?

A letter may have perfect diction, a finished style; it may
bristle with attention-getters and interest-arousers; it may
follow every known rule; yet when it reaches the Hall of Judgment
where the reader sits and decides its fate, it may find itself
cast into the hell of wastebasket-dom...

People will give, when you have stirred their emotions.
People will invest, when you have aroused their cupidity. And
people want to know the future, so if you can persuade them that
you are any sort of a Seer or a Prophet, they will buy your
forecasting service.

It all comes back to the point we made in the beginning—"What
do they want?" What is the bait that will attract your fish
and make them bite? Find that—and you will be as successful in
bringing back orders as any angler can be with a properly baited
hook in bringing in the fish.

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