to include complete contact information. It demonstrates that you are real and so are the testimonials.   7. Make Your Offer   Your offer is the most important part of your sales letter. A great offer can overcome mediocre copy, but great copy cannot overcome a mediocre offer. Your offer should be irresistible. You want your readers to say to themselves, "Id be stupid not to take advantage of this deal."   Your offer can come in many different formats. The best offers are usually an attractive combination of price, terms, and free gifts. For example, if you were selling a car your offer might be a discounted retail price, low interest rate, and a free year of gas.   Hint: When developing your offer you should always try to raise the value of your offer by adding on products or services, rather than by lowering your price. Include vivid explanations of the benefits of the additional products or services you are offering in order to raise the perceived value of your offer.   8. Give a Guarantee   To make your offer even more irresistible you need to take all the risk out of the purchase. Remember, that people have a built-in fear that they are going to get ripped off. How many times have you purchased a product and got stuck with it because the merchant wouldnt give your money back? Give the absolute strongest guarantee you are able to give. If you arent confident enough in your product or service to give a strong guarantee you should think twice about offering it to the public.   In reality, almost all small businesses already have a very strong guarantee, but dont realize it! If you had an irate customer that wanted their money back would you just say, "No, Im sorry. I will not give your money back?" Probably not. If they insist on getting their money back, in most cases youll give it back to them.   You see, most businesses already have a strong guarantee and dont hold it up and trumpet it for fear that a lot of people will take them up on it. Thats simply doesnt happen. When was the last time you asked for a full refund on something? If youre like me, its been a while.   Here is an example of a guarantee that I give for one of my products:   * * "100%, No Questions Asked, Take-It-To-The-Bank Guarantee" * *   I personally guarantee if you make a diligent effort to use just a few of the techniques in this course, youll produce at least $4,490 profit in the next 12 months. Thats right, $4,490 extra profit you never would have seen without this course. If you dont, Ill refund the entire cost of the course to you.