Good sales letters tell truth AND lies.
OK, lies might be a bit strong. Let's call them potential future truths because they are not accurate now but could be in the future if the reader takes the suggested action. All good to excellent sales letters, sales videos etc. are a mixture of truth, in the form of verifiable or well-known facts, and lies. When you mix facts that the reader already knows or can easily verify with potential truths, the potential becomes more believable. Facts are data, numbers, proof... Read more