A sales letter, like a shopfront, does its persuading before a single word of the pitch is read. A shabby storefront sells no cars, however fine the engineering underneath; a sales letter that fails to address five basic questions will fare no better, whatever...

A sales letter, like a shopfront, does its persuading before a single word of the pitch is read. A shabby storefront sells no cars, however fine the engineering underneath; a sales letter that fails to...

A sales letter, like a shopfront, does its persuading before a single word of the pitch is read. A shabby storefront sells no cars, however fine the engineering underneath; a sales letter that fails to address five basic questions will fare no better, whatever the merits of the product it describes. The first question is the oldest in salesmanship: what's in it for me? Buyers do not purchase products; they purchase outcomes. A headline that fails to convey this in a single glance has already lost the reader's attention, and rarely gets it back. The second concerns transformation rather than transaction: how will my life improve? This is the province of...

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