In the opening of your letter you reminded the prospects about their problem. Putting the problem squarely in front of your prospects may have been a little painful. You tapped into some deep emotion. But don’t worry – because now you’re going to introduce your product as the solution to your prospects’ problem.
Simply put, the purpose of this part of your sales letter is to give your prospect hope.
This is where you take your prospect away from the “punched in the gut” feeling and instead offer a joyous feeling of renewed hope.
You’ll notice that I used the word “renewed.” That’s because your prospect has felt hopeful before. Unfortunately, he or she has been let down and disappointed many times. Sometimes the products didn’t work. Sometimes your prospect even got the feeling that the marketer lied.