1. If possible, survey previous customers and find out why they bought, what appealed to them most and what objections they had.
2. If possible, talk to the top salespeople in your company and find out what they’re saying to people to convince them to buy. Incorporate those ideas into your sales copy.
3. List/understand the key selling points of your product/service. Focus on the key benefit(s) that will have the most impact on your target market.
4. Brainstorm the best way to sell your product/service. Pick various emotional appeals, stories and psychological triggers that will work best for your market and your particular offer. Put 
yourself in the prospect’s shoes and work off that.
5. Write out 100 to 200 headlines to find the 3 best headlines to split-test.
6. Develop a flow chart that details where various points, concepts and psychological triggers will appear in your message. Make sure you incorporate the who, what, when, where, why and how of your message.
7. Plug your copy into that flow chart.
8. Edit copy and make it flow smoothly.
9. Add in hot words that’ll spark action and substitute left brain (logic) words for right brain (emotional) words.
10. Make sure your copy is simple enough to understand and cut unnecessary words and make sure your copy is easy to skim!
11. Make your final edit of the sales letter.
12. Come back in three days and edit it again till you’re certain it’s ready to run.
- Mike
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