I just starting to work a bunch of email sales letters for a client.
I cheat. I steal ideas from this source and that source.
I typically go to any book written by John Caples.
I look over NLP notes I have.
I pour over Schwartz’s book BREAKTHROUGH ADVERTISING.
I look at some ads I’ve written years ago.
I’m looking for HEADLINE IDEAS.
I’m looking for structure.
I’m looking for CONNECTIVES.
I’m looking for angles that are BELIEVABLE.
It is work.