An attention-grabbing headline that convinces the reader he MUST put his busy life on hold for a few moments to read what you have to say…
The specific benefits of your product or service – written in a way that show the reader the enormously positive impact those benefits will have on his life, job, bottom line, etc.
Tons and tons of credibility…especially if the prospect has little or no knowledge of who you are. You need to remind the reader again and again why you’re an authority on this subject and worthy of his attention.
Specific directions on what he should do next. Tell the reader in no uncertain terms how you want him to respond to your letter…and be sure to provide overwhelming motivation to make sure he does just that.