Since buyer has already made subconscious decision that product is something desirable to him, it is not necessary to give him too much more information about product. Instead letter should focus on restating each claim and justifying them as believable. This will reassure buyer that subconscious decision he has made was correct one, and decision will move from subconscious to conscious, resulting in a sale.

In a very significant number of cases, buyers of your product will not have even read entire sales letter. This is due to what I’ve been talking about in this article, and it is reason that your headline is so important to your overall sales pitch. As I’m sure you know, even minor changes in a headline can drastically change your conversion ratio. Therefore it is of utmost important that you have a strong, compelling headline that immediately induces desire to have product in buyer’s mind.

4. Save Money. Along with making more money, people want to save money they already have. Tell prospects how much money they can save by using your product.

5. Save Time. time is money. It's a cliche, but it's true. Can your product save time in research, organization or marketing methods? If so, tell customers how.

6. Make It Easy. The less "brain power" a person has to use to do a task better he likes it. Tell prospective customers how "easy" a product is to use.

7. Curiosity. Any headline or ad that makes prospects curious will be more likely to get them to click to sales letter.

When you understand what emotional triggers will "get click," it makes it easier to write those ads. Give prospects what they want to save time, make more money or help them gain success. Helping them find those things will ultimately help you.