This is a direct-response piece, meaning it focuses on selling the product by highlighting the benefits. You’ll find very little if any “how-to” information in a direct-response piece.

Subject: Imagine if you didn’t [have a specific bad thing, like back pain]…
Alternative subject: Act now to get a [%] off discount on [name of product]…

Hi [First Name],
I know what it’s like to [have a bad thing, like back pain, poor conversion rates, an untrained dog, etc]. I’ve been there, I’ve done it, I have the t-shirt to prove it.

This is a direct-response piece, meaning it focuses on selling the product by highlighting the benefits. You’ll find very little if any “how-to” information in a direct-
response piece.

It gets frustrating when you have to constantly deal with [some aspect of the bad thing, like “cleaning your puppy’s accidents off the carpet]. It makes you want to tear your hair out. Sometimes you want to just throw your hands in the air and [quit/forget about it].
But then you look around and see that other people [have some good things, like a
well-trained dog, good conversion rates, etc]. You figure if these people can do it, so
can you (and that’s true). If only you could discover their [topic/niche] secrets, then
you too could [get a big benefit, like “have a perfectly well-trained dog”].
Good news – now you CAN learn these secrets! That’s because I’ve created a
collection of the best [niche/topic] tricks, tips and strategies inside my new

, “[name of product]”. Check it out here [link].
In just moments you’ll discover:
 A surprisingly simple way to [get a desirable benefit].
 A neat trick that virtually guarantees you’ll [get another desirable benefit].
 My quick and dirty method for [getting another desirable benefit].
 A little-known way to [get another desirable benefit] – even if [you don’t
have some specific skill, requirement, etc].
 A quick and easy [number] step method for [getting a specific benefit] –
you’ll be amazed when you see the results!
And much, much more. By the time you finish [reading/viewing] [name of product],
you’ll know exactly how to [get a big benefit] – guaranteed!
But don’t take my word for it. Go to [sales page link] and check out the testimonials from people just like you. You’ll be amazed at how they [got rid of their problem and
received a specific benefit] – and best of all, you can do it too!
Listen, you don’t need to struggle with [bad thing] any more. You don’t have to
[experience another bad thing anymore]. And you’ll never again have to worry about
[still another bad thing]. Because once you know the secrets inside this exciting
[report/video/etc], you’ll [get a big benefit].