You’re competing with lots of other products in the marketplace. The person reading your sales letter, whether online or offline, probably has doubts about your claims and wonders whether your product will really work for them or not.

We’ll talk later about the power of testimonials to help overcome these doubts. But, aside from testimonials one of the biggest weapons in your marketing arsenal should be a strong guarantee.
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Branding used to be the playfield of the big boys only — the Coca-Colas and the Budweisers of the world. Small marketers don’t have the resources to spend money on building a brand. The late, great Gary Halbert steadfastly said that every marketing piece you do needs to have a direct call to action — it needs to generate sales!

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The fact is people - each individual person - can only read so many newsletters. They can only process so much information. So there comes a point where they have to say no, I’ve got to choose between the newsletter on topic ‘A’ or the newsletter on topic ‘B’ or the information product on topic ‘A’ or the information product on topic ‘B’, because I just don’t have the time.

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