Gary Halbert · whole document (81)
motherlode
2. It can inform the reader of the next
direction you are heading.
Subheadings do not always have to be short. Nor do they have to be long.
Sometimes a simple statement works best. Other times a question is posed.
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What shocks me as I read other people's pitches, is their inability of
closing the deal. Not necessarily the "give-me-your-money" ordering
instructions. What I'm talking about is the segue, the transition... into
why your customer should put his hands in his pockets and hand you
his moola.