When a potential customer comes to your site, the first question they are going to ask themselves is “Did I come to the right site?” or “Is this site for me?”
That’s why the opening paragraph of your letter needs to prequalify your potential clients – so that they know they should keep reading.
The best way to do this is to start off with three questions about the reader. Make them general enough so that the majority of people reading them would have to answer “yes” to at least one question. This reassures them that they have come to the right place and should continue reading.
For example, if you were selling CDs or an e-book about working from home you could lead off with:
“Are you not making enough money? Do you hate your job? Would you like to have more money in the bank?”
Almost anyone in the world – other than Bill Gates – would have to say “yes” to one, if not all three of those questions.
And then they’d keep reading.
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