: Write as if you are sending a personal note to a friend.
: Provide evidence, testimonials, or logic to build trust. The Robert Collier Letter Book
: Explain why they need it (appeal to ego, gain, or fear of loss). : Write as if you are sending a personal note to a friend
: The same product can be sold as a "luxury" or a "necessity" depending on the hook. The Robert Collier Letter Book
: A masterclass in selling a commodity by focusing on the misery of getting wet.