Day 1 of 90 copying sales letters by hand.

Here are 3 things learned:

1. Make Your Offer Exclusive (And The Reader Elite)

"You Are Cordially Invited to Join the Tiny Handful of Americans Who Can Enjoy Rare, Fresh-Pressed Olive Oil All Year Long"

If you are cook and you believe in fresh ingredients, this ad will lift the dollar bills right out of you wallet. The headline pulls on the reader's desire to be a part of the "in-crowd" and the select few who know where the good oil comes from.

Special invitations make you fell...well, special!

2. Give The Reader A Social Proof Trifecta

Gary moves from the headline straight into social proof.

This was new to me. Where I come from, letters start with hearty hello and follow with a short introduction. Not Gary. He hits his readers with proof that his offer for olive oil is endorsed by a top chef, nutritionist, and celebrity.

Give the reader social proof for different benefits in your product AND from at least 3 different levels to appeal to the reader: 1 Peer, 1 Expert, and 1 Celebrity.

3. Present A Big Opportunity (For A Short Time Only)

Gary 1-upped Jerry Maguire.

He had me before hello. And then he landed a straight up zinger. If you want in on this opportunity for fresh oil, there's a limited window and there's a line forming at the door. You better get in line or you'll be waiting at least another year.

Raise the stakes, put a time limit on it, and the reader will keep reading to find out how to take advantage of it.