Randy Charach always uses the same techniques when he writes a sales letter!
Nothing connects more with a potential customer than when they feel you are talking directly to them and no one does this better than Randy Charach. The more engaging you are the better of a connection you will have and the better you will come across. The worse possible thing to do is to talk down to someone or diminish them through the sales letter. This is an ineffective way to get sales. If the reader doesn’t feel that connection right off the bat they will not stick around to the very end of your letter and bail half way through. You will get much better results if you tell a story as people connect to stories and they don’t feel as pressured as much. So in short make a connection, be engaging with them, talk directly to them and finally make it in a story form as people relative much better to it.
