Checks in the Mail

1. Make sure the sales pitch employs at least one of the following seven key copy drivers (and preferably all seven): fear; guilt; flattery; exclusivity; greed; anger; and salvation.

2. The 13 most powerful and evocative words in the English language are: “discovery”; “easy”; “free”; “guarantee”; “health”; “love”; “money”; “new”; “proven”; “results”; “safety”; “save”; and “you.” Insert them wherever possible in the copy.