When your are writing copy… sometimes you need something in the background to drown out some thought and allow other thoughts to spring forth.
Try Water Music by Handel.
Remember, you may send your sales letter out to millions, but it’s only read one-person at a time. Use DEAR FRIEND, not “friends”. …
Imagine that one person you’re writing to… it helps you focus on the right arguments to make in your sales letter.
I focus sometimes on Jane… A simple woman, personable but not too bright. To get her to buy, I must make the sales pitch simple, but complete. Give her enough to convince herself that’s it’s the best thing to buy.