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Introduction
Getting Started
The Big Ones
Writing with Integrity
Nature of Your Product
Nature of Your Prospect
Persuasive Elements
Disarming Honesty
Self-Identify and Belonging
A Sense of Urgency
Authority
Edit for Specificity
Exclusivity, Rarity or Uniqueness
Familiarity
Fear/The Stakes
Guilt and Reciprocity
Hope
Human Relationships
Instant Gratification
Involvement Devices
Justify the Purchase
Linking
Lower the Bar to Entry
Mental Engagement
News, Fads, Current Affairs
Patterning
Proof of Value
Raise (And Resolve) Objections
Sell Cures, Not Preventions
So Easy, A Monkey Could
Tell Stories
Tell Your Prospect Why
The Feeling of Ownership
The Satisfaction Conviction
4. Research Materials
***edit notes for me***
5. Checklists
23 Ad Elements
Short Copy Swipes
One Liner
Instant Gratification
Assure them you ship promptly and they’ll have their stuff in a few days
List any advantages of ordering by mail
Something, something, something as you quickly master this skill
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Human Relationships
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Involvement Devices