Pincus begins with a headline that conveys a promise, shows how the promise is fulfilled, and gives proof that the product is everything the copy says it is. Then he tells the reader how to order the product and explains why the cost of the product is insignificant compared to its value. Before you create an ad or mailer, write down your sales points. Organize them in a logical, persuasive, clear fashion. And present them in this order when you write your copy.
