Step One is to create a "FACT SHEET" about that which you want to sell. So, let's write some world-class copy (in this case, a sales letter) about a product with which you are very familiar. Let's write an ad about your car. Or maybe about your house. Or your spouse. Or about you. I don't care what it is, I just care that, for now, you pick something you know a lot about. Now, let me tell you something important.