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Cornerstone concepts act as the invisible structure for a sales letter. Like bricks, they build on each other and become a conversion machine for sales.
You’ve probably heard that a persuasive sales letter has certain elements including headlines, emotional storytelling, fascination bullets, the lead, the hook, the “Big Idea,” the client’s belief matrix, and other factors that come together.
But between the layers of these elements, you’ll find 3 principles woven into every piece of hyper-effective sales copy.
They are picture, proof and promise.
These 3 cornerstones act as the critical backdrop to the canvas that you paint your message on. This message turns cold shoppers into your ever-expanding brand audience.
Your sales letter should not be about what your product/service does or what it