Chapter Two

Question 1

15 Building Blocks of a Sales Letter [1/3]

Answer 1

1. Pre-Head
2. Headline
3. Deck
4. Lead
5. Body

Question 2

15 Building Blocks of a Sales Letter [2/3]

Answer 2

6. Subheads
7. Rapport
8. Bullet Points
9. Credibility
10. Testimonials

Question 3

15 Building Blocks of a Sales Letter

Answer 3

11. Value Justification
12. Risk Reversal
13. Bonus
14. Explicit Offer
15. P.S.

Question 4

Pre-Head

Answer 4

Targets the prime prospect for your message and grabs his or her attention.

Question 5

Headline

Answer 5

The “ad for the rest of the ad;” its job is to get the reader to keep reading

Question 6

Deck

Answer 6

Reinforces the impact of the idea proposed in the headline and arouses curiosity

Question 7

Lead

Answer 7

Sets the criteria of whom this letter is for and what they stand to gain by reading it

Question 8

Body

Answer 8

The bulk of your text; it consists of all the elements below.

Question 9

Subheads

Answer 9

Smaller headlines separating major sections; the “bucket brigade” of your copy

Question 10

Rapport

Answer 10

Demonstrates you know the reader, their pain and problem.

Question 11

Bullet Points

Answer 11

Brief statements that arouse curiosity.

Question 12

Credibility

Answer 12

Answers, “Why should I listen to this person?”

Question 13

Testimonials

Answer 13

Third-party proof that your solution does what you claim

Question 14

Value Justification

Answer 14

Highlights the value of the offer & contrasts it favorably to the price

Question 15

Risk Reversal

Answer 15

Removes the biggest obstacle to getting an order, which is fear

Question 16

Bonus

Answer 16

Unexpected gift that enhances the value of your offer; the “extra degree.”

Question 17

Explicit Offer/ Call to Action

Answer 17

You “ask for the order” and tell the reader what to do

Question 18

P.S.

Answer 18

The place to sum up the top benefit of your product for your readers