At its core, the Sideways Sales Letter™ is a sequence of Prelaunch Content, followed by a sales message. The typical sequence will have three pieces of Prelaunch Content, which you share with your prospects over a period of up to 12 days. These days, the content is often online video, but it can take any number of forms, such as email or blog posts or PDF reports. The Prelaunch Content is structured so that it’s compelling, valuable content . . . and it naturally leads into the sale of your product. At the end of the Prelaunch Sequence, you “Open Cart” by sending your prospects to a sales page
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