This means that each step in the sales letter process must build on the readers emotions to a point where they are motivated to take action.

That being true, there are only two things that truly motivate people - the promise of gain and the fear of loss. Of the two, the fear of loss is the stronger motivator.

Think about it.

Would you rather buy a $50 course on "How to Improve Your Marriage" or on "How to Stop Your Divorce or Lovers Rejection?" I have empirical data that proves that the second title outsells the first 5 to 1. Why? Because it addresses the fear of loss.

Underlying the promise of gain and the fear of loss are seven "universal motivations" to which everyone responds. Whatever product or service you are selling, you need to position it so that its benefits provide one or more of these universal motivations:

1. To be wealthy

2. To be good looking

3. To be healthy

4. To be popular

5. To have security

6. To achieve inner peace

7. To have free time

8. To have fun

Ultimate motivations are what people "really" want. Your product or service is just a vehicle to providing these benefits, so make sure your sales letter focuses on these motivational factors.

The 12-Step Foolproof Sales Letter System

Now that we know what impedes a person to buy and what motivates a person to action, lets review the 12 elements of a winning sales letter.

1. Get Attention

Assuming the reader has opened your envelope, the next step is to get their attention. The opening headline is the first thing that your reader will look at. If it doesnt catch their attention you can kiss your letter goodbye. People have a very short attention span and usually sort their mail over the wastebasket. If the headline doesnt call out to them and pique their interest, they will just stop and throw your letter away.

The following are three headline generating templates that are proven to get attention. "HOW TO "