fact, theyre probably the two most powerful words you can use in a headline.   "SECRETS OF REVEALED!"   People always want to know "insider secrets." We love to know things that other people arent privy to. Knowledge is power and those who have it feel powerful. Besides that, most of us enjoy a good mystery, especially in the end when the "secret" is revealed. WARNING: DONT EVEN THINK OF UNTIL YOU . Remember that people are motivated by fear of loss more than the promise of gain? Well, the "warning" headline screams fear. The word "warning" demands attention and combined with something of interest to the reader, is a very powerful headline.   2. Identify the Problem   Now that you have your readers attention you need to gain their interest by spelling out their problem and how it feels to have that problem. The reader should say to himself, "Yeah, thats exactly how I feel" when he reads your copy. In fact, you shouldnt stop there. Pretend that its an open wound that youre rubbing salt into.   This technique is called, "problem - agitate." You present the problem then agitate it so that your reader really feels the pain and agony of the situation. People are such strong creatures of habit that we rarely change our ways unless we feel great amounts of pain. In fact, companies are no different. Most businesses trudge along doing the same old thing until things get so bad that they have to make a change.   For example, if you were selling garage door openers you might agitate the problem by telling a short story about what happens when one doesnt work.   "Theres nothing worse than getting home in the evening and not having your garage door open. Its dark outside and after tripping on the porch step you search for your front door key.   Finally, you find it only to scratch your new front door up trying to find the keyhole. Exhausted, you get inside and plop down on the couch, just as you remember your car is still running in the driveway."   In this scenario the problem was a faulty garage door opener and the agitation is all the terrible things that happen because of it.   3. Provide the Solution   Now that youve built your readers interest by making them feel the pain, its time to provide the solution. This is the part of the sales letter where you boldly stake the claim that you can solve the readers problem.   In this section you will introduce yourself, your product and/or your service. Relieve the