What You’re Really Up Against: The seven negative reactions almost every promotion creates – and how to win over even your most skeptical prospect.

The 8 Preliminary Sales You MUST Make to Close the Deal: How to ace every one of them.

Pretty Darned Good Starter Outline for Every Kind of Promotion You Create: The “Lucky Thirteen” steps that eliminate blank page paralysis.

24 Steps to The Sale: Every way he could think of to start the conversation fast – with power-packed openings … bribe prospects to read your message … keep them reading … and more!

How to Eliminate Key Objections BEFORE Your Prospect Even Thinks of Them: Five most common objections your prospect has to buying now – how to blow them all away.

How to Know How Long Your Sales Copy Should Be: The definitive answer to one of the most vexing questions copywriters ask.

Offer Copy That Sings and Soars: Seven steps to a powerful close – how to create an incredible offer – and how to make your prospect feel like saying “no” would be the dumbest thing he could possibly do.

4 Rules for Powerful Opens: Including the boring, unimaginative way to open your letter that almost always sells well.

Dangers of the ‘Pretty Cloud Syndrome’: And the simple cure that boosts readership and response (and makes young copywriters write like grizzled veterans).

Order Forms That Nearly Complete Themselves: Nine essential components every direct mail and Internet response device must contain for maximum response.

When talking over your prospects’ heads actually increases response. Why and when the use of technical jargon in sales copy can help drive your response sky-high.

Nine ways to boost the selling power of your copy. Including the three types of copy to avoid like the plague.

Secrets to mining every practical and emotional benefit your product delivers. Including the intangible benefits only your spokesperson – not your product – can deliver.

Freight-Train Copywriting: How to build momentum into your copy and drive your prospect deeper into your copy, faster.

The Single Characteristic EVERY Big Winner Has In Common: Not doing this pretty much guarantees mediocre response.

Clayton’s ‘Secret of Indispensability’: This simple trick makes your product something your prospect can’t live without.

Sidebars That THINK for Your Prospect: This is how to engineer ‘Aha!’ moments that make prospects buy.

The Magic Number of Testimonials. Did you know you can overuse testimonials? It’s true. Here’s the magic number to use for maximum impact. Plus, alternate uses for testimonials. And which positive testimonials are actually kisses of death in sales copy.

The ‘Sweet Spot’ for which to begin asking for the sale. If you’re waiting until the end of your letter to ask for the sale – you’re losing customers. Start too early and you eviscerate your response. Here’s the precise page to start asking for the order – and how to do it effectively.

And much, MUCH MORE!