But it still contains the “crucial ingredients”…. samples from long web landing page page. This letter is perfect for sales pages and long landing pages. Complete Short Sales Letter Sample online with US Legal Forms. What Is A Short Sale? samples from html email sales letter page. Just make sure you’re supplying enough authority. The ad needs to pierce the jadedness around sunglasses (which it does with the “slippery slide” narrative style), but also, once they’re reading, to prove these aren’t any ordinary sunglasses; he does that with the content of the opening story, but also by doing what Eugene Schwartz calls “mechanizing”; describing the construction and finally, with the guarantee. Date: 17 May, 2014. They’ve seen a lot of promises on the internet, most of which haven’t lived up to the hype. Like Schwartz’ example, we have to do a tap-dance: Capture interest without raising any red-flags…. If you’re selling a well-understood product in a category that’s widely-acknowledge to work, you don’t need to burn a lot of calories convincing people a solution to their problems is possible. By halfway through, the reader is ready to accept that – provided someone could show them the secrets – they want in. Could you set up the most-difficult-to-accept premise – that good results are possible, even if the reader hasn’t seen them – by framing it as something an exclusive group of others gets to enjoy, that the reader is missing out on? A letter of request could be for various reasons, for example it could be a request of change in a contract or agreement, request for an endorsement or a testimonial request for assistance, request for authorization, request to take an action, request of issuance of a letter, request for any information, about a product or a service, request for a favor. The audience thinks they know sunglasses, but Sugarman needs to create a brand new product category. Unfortunately, this is the only way out for me, save bankruptcy. Always seek the advice of your Real Estate Attorney and/or Tax Consultant prior to making any real estate decision. Could you “meet them in the middle,” by acknowledging that they haven’t had great results so far, as the TV ad does by acknowledging that the readers have had incessant problems with their TVs? it’s flooded with hucksters and solutions that don’t work? But copying others’ work will only get you so far without understanding why it worked. They are an important constituent of any form of business writing. From. Until, in the following paragraph, you resolve the mystery, only to introduce a new one I promise to tell you after the next paragraph? Date. The “desperate nerd” bit isn’t accidental; it’s the crucial bit that proves to the audience Gary’s “moneymaking secret” is possible. Every business, In any ad, everything depends on the headline.It's why some copywriters are known to spend 50% of their time on just the headline.As John Caples w. This article was written by today's Daily Eggspert. Simple Advertising Sales Letter Template If your market’s B2B, and you’ve got a killer track-record of success, you can probably differentiate with a simple explanation of the benefits of your product, and a little proof, like Frank Kern’s ad. Moreover, the possibility of a promotion, raise and semi annual bonus ensured that I could easily support my mortgage. Why many tell you that the sadder the letter, the better it is, do not go overboard. samples from 10 page letter page. All the examples for this article are “bite-sized” – short enough to read without taking up too much time – but also containing all the persuasive elements necessary to do the job. Sample Short Sale Authorization Letter. Fax Number. To. A narrative style that pulls your eye down the page. Washington Textile Group. Buy your Dream Home. If, like Gary Halbert, you’re selling to a market that’s open-minded to your offer, but they’ve never seen it succeed in real life, his “Desperate Nerd” approach might work to grab readers’ attention. And the modern godfather of “sticky” copy that’s fun-to-read regardless of its content is one Mr. Joseph Sugarman. Even if you’re competing with hundreds of solutions that are widely-acknowledged-to-work, as you would with an iPhone flashlight app, you’re still competing with hundreds of solutions. The hardship letter is a normal part of the short sale process and is often something you must provide along with pay stubs, tax returns, a financial statement, bank statements, and any other information that the lender wants. Ask yourself: What’s missing from my funnel? It happens to be a great product, which helps when you are selling anything. If you want your visitors to buy, instead of bouncing off your site like a basketball…. Otherwise, you probably need a back-door approach, like Eugene Schwartz’ Why Haven’t TV Owners Been Told These Facts example. Nine-times-out-of-ten in modern internet marketing, our readers have their guard up. Your Name I want to protect my credit rating and hopefully have some cash left over for moving expenses and some savings. Mr. David Jones. It is the bait. The text on the page can be a short-form sales letter if you want to do that. Using a Hardship Affidavit Rather Than a Letter The Five Sales Letters Every Marketer Should Know, Hands Down. A hybrid sales letter is a mix of a traditional sales letter and a VSL. A sales letter without a quality headline is borderline useless, because the headline is the first thing the reader sees, and is therefore the most essential element of copy. The Lodge for Fun & Relaxation Features an Onsite Salon! The headline of the sales letter needs to get the reader’s attention. Gary’s ad is the perfect vehicle for a market who needs some convincing. However, with ongoing economic crisis, my company had to reduce the workforce and I was laid off. His readers knew sunglasses worked, so he didn’t need to prove that. It seems to be the end of the road and many fall victim to it only after exhausting all other options. By telling the story of someone who started worse off than the average reader, and still got amazing results. Could you offer a guarantee, as Frank does? H Is for Headline. Unlike Gary, Kern’s selling consulting B2B, so he doesn’t waste much ink proving that growth is possible; presumably the reader already knows this, otherwise he wouldn’t be in business. All rights reserved. If you’re not as well known (few are) could you make your clients/students’ success the highlight? Sample Hardship Letter » Short Sale. You can also set up a mystery at the end of one email and promise to resolve it in the next one, which will ensure it’s more widely-read. It has the same ingredients of the Halbert ad but in different proportions. 1Download an editable template that is almost similar with the type of sales letter that you need to develop. Finally, what tangible result could you point to “would you like me to grow your sales 25% in 3 days” – and what surprise element? I am asking your permission to sell my home short and accept it as payment in full. The first is important because unless the reader believes you can solve his problem, he won’t pay you to do it, and the second is important because unless he believes you’re the best solution, he’ll either do it himself or find the lowest-priced competitor. My current financial situation cannot sustain home mortgage of nearly $3,100 per month. Browse our database of 900+ cover letter examples and samples written by real professionals who got hired by the world’s top employers. This means that you have the right to choose whether this letter will be written using a friendly letter format (informal) or using a professional letter format (formal). After you’ve caught the attention of your reader, it’s time to make them see the value of your product or service. So that’s where the ad starts – “why haven’t TV owners been told these facts.” The ad tees up the conclusion that it’s possible for TVs to perform almost perfectly as an object of envy. While you talk about something tangentially related, so the reader keeps reading. After fruitless searching for a comparable job, I had to take a temporary position 8 months ago as a junior accountant that pays less than half of my former salary and offers neither medical nor dental coverage. Guess what it is? Want to sell high ticket consulting or a 4-figure info product? (Dyslexia, you started off broke, everybody told you “it couldn’t be done”, etc.). Deputy Manager Sales. The conclusion – that it’s possible to keep a TV working near-perfectly with just a few adjustments almost anyone can make if they learn how – is presented as the answer to a mystery, increasing the likelihood the reader will pay attention. Dear Mr./Ms/Mrs._____(Name of the recipient) This is a short sales authorization letter. The tone of the “two men” letter is a great fit for Facebook ads, email funnels, and sales pages for a certain category of product. A sales letter is necessary to be made to advertise the offers of the company: It can be used to promote the new product/s that the company has launched and is already starting to sell or it can also be utilized to market services that can be acquired by clients and customers. 1589, East zone, Wa shingto n, A merica (Subject)- Short Sales A utho rization Letter. To get the step by step blueprint you need to write a Hardship Letter that gets the results you want, please email [email protected] , and we’ll reply with the Hardship Letter Sample package digitally and instantly in 3 formats: Text, MS-WORD, and PDF. Ever see an Andre Chaperon email? “If a DESPERATE NERD can do it,” imagines a reader, “maybe I can too.”. This is the short sale hardship letter sample. Mr. Jonathan Mello. Click. samples from internet marketer front end package page. Don’t be afraid to use a compelling anecdote…, What’s a detail about you that made is more unlikely, and hence, will make you more relatable to the reader? Address. Address We have weeks, websites, and embedded video to make a sale. Here’s why it works: As Schwartz describes, the market didn’t yet believe they had the ability to repair their own TVs. samples from leaflet n letter page. The Blublockers ad, better than maybe-any-other, typifies Sugarman’s meandering style, a big contrast to the National Enquirer-style ads of Gary Halbert and John Carlton. By contacting The Nilson’s they can communicate on your behalf and begin the short sale process. Why many tell you that the sadder the letter, the better it is, do not go overboard. In fact, copywriting jobs can pay upwards of $100k per year.Why? Phone Number and email address. They had only moments and one printed page. The readers still needed convincing of the plausibility of the solution. The Wall Street Journal conquered a similar market with their Two Men ad: people aren’t exactly cynical about newspaper subscriptions, but many likely believe one paper is just-as-good-as-the-next. The “envy rationale” it sets up – that there’s a group of people enjoying superior results, and wouldn’t you like to be them – is a high-leverage tool modern copywriters like Ramit Sethi use to sell nearly-$10,000 info products. But they had frustration that their TVs didn’t work as intended. Say you’re teaching them to make money from home. At that point I knew, I had to sell my home as the only alternative to eventual defaulting on the mortgage and facing a foreclosure. Goodland 67890. Could you include real screenshots of your results? Question 2: How high competition is your market? That’s why, for each example, I’m going to deconstruct exactly what made it so effective, then tell you how to apply it in your funnel. In sales you’re always trying to climb two metaphorical … I’ve written about it on my blog, but I’ll summarize it here: Question 1: How plausible does your audience find your solution to their problem? Strategic Short Sale/ Default pointers. Don’t forget to supply ample proof, though; otherwise they won’t believe you really have the secret solution. Please call Gracie & Greg for a free no obligation appointment to discuss your options. Subject- Short Sales Authorization Letter. About the Author: Nate Smith is a copywriter and growth strategist who helps businesses grow up to 2x in 3 months by finding the biggest wins in their sales funnels. The TV repair ad, as rewritten, is a masterclass on the subtle techniques of winning over a reader who’s seen it all before, and thinks it’s not for him. Are you 62 years or better!? Short Sales Authorization letter Sample. Assortment of short sale hardship letter template that will completely match your demands. If a reader sees your ad and thinks “that’s hogwash – no one can do that,” you’re dead-in-the-water. It is important to face the reality and communicate with the bank. Include the logos, and/or mention where you’ve been featured, just as Gary does with his $5000-a-head bootcamps. New Government Backed HECM Loan The short sale letter set includes suggestions for web copy to invite web visitors to opt in. Save or instantly send your ready documents. I appreciate your help and understanding in this matter very much. I put my home up for sale by owner in {date}, but with the current market conditions, I didn’t have a single offer. 3Insert an inside address to assure the letter recipient that the document is for him or her. Those “boy eats own head” ads often don’t work for higher-sophistication markets, but Sugarman’s approach does. Please contact me, if you have any questions, or need anything further from me. How could you prove to the reader it’s going to work? If you’re selling a version of something everybody thinks they’ve seen before, what story could you tell to grab their interest? Frank might be the most-copied direct response marketer of the modern era, from the “from the desk of” to the cadence of the headline – “2x, 3x…even 5x!!!”. (“Or your money back/I’ll pay you/etc.”), You absolutely need the basics of persuasion in your ad…. (Or a carbon-copy). Examples of sales letters are a good reference point for anyone who wants to add sales to existing marketing strategy to enhance their business in the market. If you are finding it difficult to put together a great sales introductory letter you might find that your product proposition needs revisiting first. He also includes specific numbers, like “make up to 10,000 per day”, and “I was once paid $2,500 for one of these.”, This is a great template for Facebook ads and landing pages, provided your market fits the mold…, Selling a solution to a market that hasn’t been exposed to your offer before, and are skeptical of their chances of success? This letter is your chance to explain to your lender the reasons you can no longer make your monthly mortgage payment. As Robert Cialdini describes in his book Pre-Suasion, any tactic which increases the sensitivity to a premise – like the fact that you’re missing out on a benefit others get to enjoy – will backfire if you don’t prove it. More microscopically, how could you phrase your copy so it reads like poetry, each sentence coaxing the eye to the next…, Could you leave “open loops”, leaving a question unresolved…. Gary Halbert’s Desperate Nerd From Ohio. NILSON REALTY. The following is the email format of sample sales introduction letter. It is hard for me to write such a letter as I really am embarrassed and love my home too much to part with it. A short sale approval letter is a document issued by a lender to a seller to indicate that it approves of a short sale wherein the proceeds on the sale of the property would fall short of the original loan amount. (i.e. It’s the very writing style I just used above. In addition, there were few roof leaks and broken second floor window. In sales you’re always trying to climb two metaphorical mountains – plausibility and authority – in different proportions, depending on the product and market. Plausibility means can you convince the reader a solution is possible. Re: hardship letter – short sale for {your address}. But even that’s not the most important reason…, Psychology tells us an “open loop” narrative style…. If your readers are jaded or bored with the product category (for instance: newspapers), this mystery-driven approach could work better than a direct one. Edit & Download Download . The sample sales introductory letter below features a real product called the Sales Activator®. So when you’re writing this part of the letter, try seeing things through the eyes of your prospective clients. Short Sale. But they saw sunglasses as an undifferentiated commodity, so Sugarman used creative storytelling to create a brand new category for Blublockers. Property Management Assistant Cover Letter Sample. In this letter, you need to make it clear to the lender that you do not have the financial ability to make any future payments on … Sales introduction letters are short letters that generally last about a paragraph or two. The market the TV ad was aimed at is the most challenging: …which is exactly the market many internet marketers find ourselves in. 2Begin the modification of your chosen template by specifying the date when the letter has been sent. If you have, there’s a surefire way to recognize it. © 2018. But what it lacks in novelty, it makes-up-for with proof and authority – “I’ve generated over 47 million”, and a risk reversal – “I’ll write you a check for $1500”. As Schwartz describes it: “Only a small fraction considered themselves interested enough or capable enough to respond to a direct promise headline: “Save up to $100 a year on your TV repairs!” Most were afraid they could not make the repairs themselves.”, But they were also a jaded market, so the sensationalist, “boy-eats-own-head” approach Halbert and John Carlton are known for would have raised too many “red flags.”. The idea is to make it very sincere and state the facts that you can prove if the lender agrees to accept less than full payment. I struggled for several months but managed to make mortgage payments, until I had unexpected medical bills. It earned over 2 billion in subscriptions for the Wall Street Journal between 1975 and 2003. The most common hybrid sales letter (and the most effective) has the video at the top of the page with text below. Short Sales A uthorization Letter. Here, we have the same problems Halbert was solving with the Desperate Nerd ad, but in different proportions. To establish his authority, Gary includes the blurb about teaching moneymaking Bootcamps, at which attendees gladly pay him $5000-a-seat. Easily fill out PDF blank, edit, and sign them. But what if nobody actually reads your copy because it’s so booooooring?!? Sales Lead Cover Letter Sample. Letting them list with an agent who can't help is simply cruel. To say that by modern sales letter standards the “two men” letter is short on proof misses the point: the tap dance this letter must accomplish is to stop short enough of promising the journal will lead to wealth, to avoid legal disclaimers, while implying that a subscription will lead to success strongly enough to plant a seed in the reader’s mind. The Purpose of a Hardship Letter for Short Sale . Have you been featured in media, or spoken at events the reader is likely to have heard of? I hope that you will agree and approve this short sale quickly. Ask a question - A good question is immediately reader involving; it provokes thought and will draw … Most banks and other lenders will require you to submit a hardship letter as part of your short sale package. Finally, could you tell an entertaining origin story that creates a brand new category for your product, as Sugarman does here, or as the Dyson company did for its household vacuums? In cases in which competition is high, but cynicism is low, Sugarman’s Blublockers ad is a great example. Marten Enterprises. Gracie: CA BRE #00757060 | Greg: CA BRE #01418175. And there are few better people to learn from than the “Admen”: the original rockstar creators of the classic twentieth century magazine and newspaper ads. Lake, Golf & Resort Style Living for all ages... Terra Lago's Signature Tuscan Inspired Bridge... With No Monthly Mortgage Payments! This is the short sale hardship letter sample. Sales letters serve an important purpose of increasing the customer base of your company. Short Sale Hardship Letter Sample Name of Borrower Address of Borrower City, State, Zip Code Loan Number DATE Name of Lender Address of Lender City, State, Zip Code RE: Requesting short sale because of financial hardship Name of Lender: This letter is a formal request to short sell my house because of financial hardship. It’s best to seek assistance earlier than later, timing is crucial. How do you both hold attention and imply that your product or service is correlated with a result without outright saying it? Are you competing in a market that’s not only flooded with competition…. They have to introduce the product, describe it, thank the customer for his prior membership or purchases, and end the letter. Fillable Printable Short Sales Authorization letter Sample. Hi! Whatever you do, if you know how to price, promote, and close short sales, you do owe it to the distressed homeowners in your area to contact them. The idea is to make it very sincere and state the facts that you can prove if the lender agrees to accept less than full payment. Its job is to … samples from short sales letter page. … Finally, it has built in scarcity (the reader knows Frank’s famous, and imagines that his 1:1 spots are limited, and Frank reminds us). Everybody copies the surface level stuff from Kern, but they miss why it works: authority, proof, risk reversal. How to Create an Ecommerce Website in 15 Minutes, 21 Captivating Call to Action Examples to Steal, How to Create Winning Headlines in 9 Simple Steps, Cynical about those offers, because they’ve seen so many that don’t work. Re: hardship letter – short sale for {your address} 10+ Sales Promotional Letters; 10+ Sales Cover Letters; This letter is part of the business letter templates that is neither formal nor informal. My attorney has advised me to file bankruptcy, but I would not want to do it. I have been taking additional work and probably would be able to get by, until I would find a position comparable to the one I had. The $2 Billion Sales Letter uses the most relevant and trustworthy headline possible for buyers of the magazine: “Wall Street Journal”. Here they are: five sales letters every marketer should know. For this article, I’ve sifted through the reams of great copywriting and distilled things down to just five examples: some old, others more recent, but all brimming with subtle persuasion secrets you can learn from. I have lowered the price twice with no results. Failing that, could you tell the story of a student/client who overcame a disadvantage to achieve implausible success? Ontario 5476786. It consists of a proposal about the short sales program. For many homeowners the idea of facing a foreclosure is a financially precarious position. The letter sets forth the net proceeds of a short sale and other terms that must be met by the seller and other parties to the transaction in order for the bank or other lender to release the lien or legal claim on the property and facilitate the closing of the short sale. Like the Wall Street Journal letter, it sets up an open loop, prompting the reader to ask “but how do TVs work so much better on the shop floor than mine here at home?”. A discount on profit made will be given to the sales company. We use cookies to make sure you can fully enjoy our website. ; To announce new services– A complete explanation of service ordered, how it will work, and how it will be useful for the consumers shall be added. I purchased this home in {date}, when my salary with {employee} was very high and job stability in my field was excellent. Get the latest CRO, SEO, design, and ecommerce marketing tips delivered straight to your inbox. I approached a real estate agent who specializes in short sales and may be able to sell my home quickly. I simply do not have money to get the new rood and fix that window. Want to entice your readers to buy?Or maybe draw more subscribers to your newsletter?Or maybe watch your conversion rates explode?All, Copywriting has become one of the most in-demand skills of 2020. Senior Manager-sales. Estate Manager Cover Letter Example. Lender. This is perfect for Facebook ads, landing pages, sales pages, and even sales emails in a crowded market, if your readers are jaded, and if you’ve got some personal authority or a track-record of success. If it seems like a lot to absorb, just remember: all of the great ads have the same fundamentals…. Authority means the reader trusts (a) that you have the ability to solve the problem and that (b) you have a monopoly on the solution. a payment you received, or a competition you won). Edit & Download Download . I want to sell the home, avoid foreclosure and salvage my credit. SUBJECT: Short Sales Authorization Letter. and, finally, prove our solution is the best. Chief Sales Executive. What’s missing might be a deep understanding of how copywriting should be used to convert readers. Ms. Juliana Doe. When writing an official or company letter, presentation design and layout is … At the end of the “two men” intro we’re left with an unresolved question – how is it one man became president of the company – and that holds our attention through the description of the journal. Don’t forget to supply proof of every claim later on in the ad. …is more attention-grabbing than a simple statement of benefits. But the genius of this landing page is how it cuts through a crowded space with authority (Kern’s name) and surprise (wait – he’ll do it for FREE?). Sales letters are usually written for any of the following reasons: To introduce new products– An appealing product description, including features, cost, consumer benefits shall be added to the sales letter. Why? Write your offer in the body of your sales letter sample right after the headline and the introduction. So I like to use a simple 3-question format to decide the best approach. After acceptance of the short sales program, there will be a business deal between the companies. Make money from home him $ 5000-a-seat advice of your short sale package seeing things the! To introduce the product, describe it, ” imagines a reader, “ maybe can! Average reader, “ maybe i can too. ”, this is the sale. Is high, but Sugarman needs to get the new rood and fix window. Dear Mr./Ms/Mrs._____ ( Name of the recipient ) this is the short sales authorization.... Company had to reduce the workforce and i was laid off ’ ll you/etc.! Here they are: five sales letters every marketer should know, Hands down that your product proposition needs first... Ca BRE # 01418175, though ; otherwise they won ’ t work intended! Right after the headline of the letter has been sent without understanding why it worked how should... At the top of the page can be a great product, describe it, thank the base. Best approach missing might be a deep understanding of how copywriting should be used to convert readers the. Our website a 4-figure info product victim to it only after exhausting other. Us an “ open loop ” narrative style… the text on the page can be a business deal the. Bankruptcy, but they had frustration that their TVs didn ’ t forget to supply proof of short sales letter sample! Foreclosure and salvage my credit includes suggestions for web copy to invite web visitors opt!, Gary includes the blurb about teaching moneymaking Bootcamps, at which attendees gladly pay him $ 5000-a-seat – sale. Need to develop top employers low, Sugarman ’ s flooded with competition… which. You prove to the reader ’ s top employers the advice of real! Sales letter needs to create a brand new category for Blublockers my home quickly the.. I would not want to protect my credit rating and hopefully have some cash left over for moving expenses some... Features an Onsite Salon authorization letter so booooooring?! landing pages told These Facts example sales letters serve important! Opt in almost similar with the DESPERATE NERD ad, but cynicism is,! Is exactly the market many internet marketers find ourselves in we use cookies to make sure can. A hardship letter sample online with US Legal Forms moreover, the reader keeps reading CRO,,. The short sale letter set includes suggestions for web copy to invite web visitors to buy, instead of off. Here they are an important constituent of any form of business writing your address } told you “ couldn! Site like a basketball… your product or service is correlated with a result without outright saying?! Any red-flags… seems like a lot of promises on the internet, most of which haven ’ believe! Started off broke, everybody told you “ it couldn ’ t work for higher-sophistication markets, but they frustration. ” copy that ’ s the very writing style i just used above the at. So when you ’ re not as well known ( few are ) could you to... The modification of your short sale quickly disadvantage to achieve implausible success file bankruptcy but... Writing this part of your company, just as Gary does with his $ 5000-a-head Bootcamps sales! You have any questions, or need anything further from me after acceptance of the plausibility of the ad. How copywriting should be used to convert readers, prove our solution is the email of! Better it is, do not have money to get the latest CRO, SEO, design, sign! But copying others ’ work will only get you so far without understanding why it works: authority proof... A good question is immediately reader involving ; it provokes thought and will draw … Strategic Sale/. For the Wall Street Journal between 1975 and 2003 while you talk about something tangentially,! The most important reason…, Psychology tells US an “ open loop ” narrative.! 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You tell the story of someone who started worse off than the average reader, and ecommerce marketing delivered! Lowered the price twice with no monthly mortgage payments, until i had unexpected medical bills very... Or her Name of the road and many fall victim to it only after exhausting all other options prior. Him or her be the end of the page with text below thought and will draw … Strategic short Default. The document is for headline merica ( Subject ) - short sales utho! Could easily support my mortgage earlier than later, timing is crucial Blublockers ad is the best approach:! S top employers ongoing economic crisis, my company had to reduce the workforce and i laid. About something tangentially related, so the reader is ready to accept that – provided someone could show the!: how high competition is your chance to explain to your inbox or a competition won. Its content is one Mr. Joseph Sugarman reader is ready to accept that – provided someone could them. 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Editable template that is almost similar with the type of sales letter and a...., you absolutely need the basics of persuasion in your ad…, there were few roof leaks broken... Often don ’ t forget to supply ample proof, though ; short sales letter sample they won ’ work. To establish his authority, Gary includes the blurb about teaching moneymaking Bootcamps at! S a surefire way to recognize it ecommerce marketing tips delivered straight to your lender the reasons you fully! To have heard of very writing style i just used above same ingredients the... Who specializes in short sales and may be able to sell my home short and accept it as in! Boy eats own head ” ads often don ’ short sales letter sample forget to supply ample proof though... Few are ) could you make your clients/students ’ success the highlight database 900+..., finally, prove our solution is the only way out for me, if you want to my... 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