If your headline did a good job of getting attention, then your prospect has now slid his eyes down to start reading your opener. And it’s here in your opener that you present the problem that’s plaguing your prospects.
You see, your headline offered a benefit and at least hinted that you had the solution to the problem. But in order to make your letter really effective, you need to “agitate” this problem.
That is:
- You need to make your prospect really feel the pain of this problem.
- You need to dredge up some painful emotions.
- You need to make your prospect feel a little desperate for a solution.
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