• Write out your perfect prospect description. Create a detailed description of a person as though they were real. Include their gender, age, location, employment, religious beliefs, family status, etc. Even give them a name.

• Write down a list of all the perceived person’s fears, concerns and frustrations. Don’t limit yourself to those directly relating to your niche. Allow  yourself to think globally. There are often secondary benefits that may come from your product or service you had never even thought of.

• Write down all of this person’s hopes, dreams and aspirations. Again never limit yourself to any particular field. Include personal, family, relationship,  career and financial goals as well as goals for hobbies and other interests.

You need all this information before you can continue with your sales letter. If you’re hiring a copywriter, they need to know who they are talking to.  You too need to know your customer inside-out for the entire sales process.

• Write a clear description of what your offer is, and both the direct and indirect benefits to the customer. Speak to them as though you are talking  directly to them—one-to-one with a real person.

Bullet point the key aspects and expand on the benefits to the customer.

• Why should they believe you? Build a case as though you were in a court of law. Provide proof, scientific evidence, testimonials and authority reviews.