Most online sales letters are just too complicated. They make the reader think too much.
If you want your readers to buy, you need to give them a very simple message that is aligned with a very simple belief they already hold.
Above all, as strange as it may seem, you don’t want them to think too much.
To illustrate what I mean, let’s take a peek at what politicians do, because they have to work within exactly the same constraints.
Consider a politician who wants to promote a bill that will increase the minimum wage.
He will do two things...