For most part, after reading a headline, buyer knows virtually nothing about product. But with a strong headline, buyer will read your sales letter in an attempt to justify subconscious decision he has already made to purchase product. It is not necessary to give out more information about product in your sales letter in an attempt to ‘make sale.’ In fact, this could actually take away customers who may discover that product is not exactly what they expected. Therefore, in many ways, your sales letter should just be an elongated version of your headline, where you simply re-establish claims that you’ve made in your headline in a more drawn-out way.

The following headline is a perfect example of what I’m talking about: “Finally discover rarely revealed secrets that [somebody] doesn’t want you to know... and follow this step-by-step program to [do something desirable]!”

Take a good look at product you are promoting. what does it do? What is its purpose? Now, see if you can find emotional triggers that fit features of product. Those triggers are really benefits of that product.

Here are a few of those triggers to help get your ideas flowing:

1. Become More Successful. No one wants to be a failure, so telling them how a product can help them achieve success is a good way to promote it.

2. Avoid Loss. Prospects need to know that they won't lose by trying product. Using a "Guarantee" headline such as "Guaranteed to give you ______ or your money back," lets them know that if product is not what they need, their money will be refunded.