Peter J. Fogel David Ogilvy

By Peter J. Fogel David Ogilvy has said the headline is the most important part of your sales letter. And he's right. If your headline is doing its job, your prospect is now piqued with interest (realizing what's in it for him) and is now onto the second most important part of your letter, your lead. This is where you have to get him hooked, start hitting his buttons and make this prospect your ally up front, so in the end he will respond to your call to action. One excellent way to accomplish this is with empathy. To practice empathy is

More Blogs