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For many people seeing is believing and by giving an example of one of the exercises it
illustrates how simple (and effective) these exercises are. Plus, it shows people that they
really can do it while sitting at the computer since most people will be reading this
starting at their computer screen. Be sure to click on the audio for more information.




Copyright Surefire Marketing, Inc. All rights reserved.
Part VII: Whet Readers Desire with Benefit-Driven Bullets




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Benefits are the results your prospects are looking for. If you sell a book “ people don™t
want to read the book they want the ˜secrets™ and information inside. You can
incorporate benefits into your bullets (which are really “mini headlines”) so use the
same powerful words to build desire and stress benefits or how they can avoid pain.



Copyright Surefire Marketing, Inc. All rights reserved.
Part VIII: Testimonials




Copyright Surefire Marketing, Inc. All rights reserved.
Click Here to Listen to the Audio for This Section
One of your biggest problems on the Internet (or anywhere) is being believed. The best
way to assure people you are not a scam artist or huckster is by providing testimonials.
People love reading testimonials because they are much more powerful than anything
you could every say about yourself. Here™s how I use testimonials to prove my points.
Also, everything you can to make your testimonials more believable will help. For all
the testimonials we use location. Some we have pictures and some others we have
occupation and age. If I spent more time on this site I™d try and get all that information
for each of our testimonials.
Check out how I use testimonials on this site Instant Internet Profits

***




Copyright Surefire Marketing, Inc. All rights reserved.
Part IX: Building Value (Comparing Apples to Oranges)




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In order to prove that your product or service is a great value you need to show it. Since
this is not a moneymaking product I cannot show this is worth many times its
investment because of all the dough you™ll get back. So I show value by comparing the
program to the cost of a NordicTrack, a gym membership or hiring Jeff directly for
3x/week. This way I can prove it™s a great value.


***




Copyright Surefire Marketing, Inc. All rights reserved.
Part X: Reason Why




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Explaining to people the reason why you are doing something is one of the most
powerful persuaders you could ever incorporate into your sales letters. Listen to the
audio commentary for more detailed information on why this is such a strong motivator.


***



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Copyright Surefire Marketing, Inc. All rights reserved.
Part XI: Create Greed Mentality or “Gotta Have it” With
Bonus Pile On




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Click Here to Listen to the Audio for This Section

I like to pile on the bonuses and really get people excited. Sometimes they buy the main
product just because of the bonuses. Do I care? Nope! Your bonuses should be so good
you could sell them on their own.
When creating bonuses for your own product “ don™t simply add something because
you can. Make sure it adds value to the entire package. Think about the end result your
product is meant to accomplish and see how your bonuses might be used to get your
closer to their successful conclusion. Also, it™s better if your bonuses are worth even
more than your entire product (but not so much that it becomes completely ridiculous).
Definitely listen to the audio of this for more insight.


***

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Copyright Surefire Marketing, Inc. All rights reserved.
Part XII: Unconditional Guarantee




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The more risk-free you can make it for people to take action the better. There™s no need
to worry about offering a strong guarantee if you™ve got a good product. Look (and
listen) to how I present it in this letter.

***




Copyright Surefire Marketing, Inc. All rights reserved.
Part XIII: Make it Absolutely Clear How to Order




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Here™s where a lot of sales letters wimp out. Don™t make people guess what you want
them to do. Tell them “click here” to get started right away.

***



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Copyright Surefire Marketing, Inc. All rights reserved.
Part XIV: The P.S.




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Your P.S. is one of the most read sections of your letter. Many times I will take some of
my 2nd or 3rd most powerful headlines and use them for P.S.s. This is your last chance to
get people to whip out their wallets “ don™t miss it!

***




Copyright Surefire Marketing, Inc. All rights reserved.
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