TABLE OF CONTENTS

Introduction

The Customer
Know Your Customer
Educate Your Customer – Teach and Sell
Keep Your Customer - Repeat Business
Referrals

The Product or Service
Differentiate Your Product or Service – Unique Proposition
Pricing Your Product or Service
Leverage Your Assets
Guarantees, Warranties

The Competition
Consider the Competition
Your Competitor is Your Friend
Grab the Goods

Advertising - Put it all Together to Make the Sale
The Cost of Customer Acquisition
Direct Response Advertising
Advertising to Close the Sale
Headlines
Benefits
The Call to Action
Have Fun!
Sincerely Yours
Testing the Market
Measuring Results

Summary

Learn From Others
Case Studies
Letters
Barter Scenarios
Guarantee and Warranty Copy
Headlines