HTWCC - Ch. 2

Question 1

The fifteen building blocks of a sales letter

Answer 1

1. Pre-Head
2. Headline
3. Deck
4. Lead
5. Body
6. Subheads
7. Rapport
8. Bullet Points
9. Credibility
10. Testimonials
11. Value Justification
12. Risk Reversal
13. Bonus
14. Explicit Offer (Call to Action)
15. P.S.

Question 2

Pre-head

Answer 2

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

Question 3

Headline

Answer 3

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

Question 4

Deck

Answer 4

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

Question 5

Lead

Answer 5

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

Question 6

Body

Answer 6

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

Question 7

Subheads

Answer 7

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

Question 8

Rapport

Answer 8

Demonstrates that you know the reader, their pain, and problem

Question 9

Bullet points

Answer 9

Brief statements that arouse curiosity

Question 10

Credibility

Answer 10

Answers “why should I listen to this person?”

Question 11

Testimonials

Answer 11

Third party proof that your solution does what you claim

Question 12

Value justification

Answer 12

Highlights the value of the offer and contrasts it favourably to the price

Question 13

Risk reversal

Answer 13

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

Question 14

Bonus

Answer 14

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

Question 15

Explicit offer

Answer 15

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

Question 16

P.S.

Answer 16

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