Sales Asset

• Has a CTA
• Designed to sell to people
• same thing as sales call but no back and forth interaction
• Designed to build a gap of pain

Free value

• No CTA
• Meant to build good will

Humans will buy something if you clearly satisfy their pain and appeal to their desires

3 Key objectives of a sales letter

Create an application form

• weeds out broke leads (include that investment is required in the form)
• grows interest
• people get ecstatic when they’re selected from the form

Keep the VSL under 10 minutes