# Writing Riches ![rw-book-cover](https://images-na.ssl-images-amazon.com/images/I/51AXWboIHrL._SL200_.jpg) ## Metadata - Author: [[Ray Edwards]] - Full Title: Writing Riches - Category: #books ## Highlights - The 15 Sales Letter Building Blocks ([Location 223](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=223)) - 1) The pre-head. ([Location 223](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=223)) - You’re targeting the prime prospect for your message and you’re qualifying him or her. You’re saying, in essence, “Do you belong to this group? If you do, this message is for you. Pay attention!” That’s what the pre-head is about. ([Location 236](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=236)) - 2) The headline. ([Location 238](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=238)) - Studies show that you have about two seconds to grab the attention of people who are coming to your copy for the first time. ([Location 240](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=240)) - 3) The deck copy. ([Location 254](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=254)) - The job of the deck copy is to reinforce the impact of the idea proposed in the headline and to also arouse more curiosity. ([Location 259](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=259)) - 4) The body. ([Location 260](https://readwise.io/to_kindle?action=open&asin=B004BSG96G&location=260))