Publishing to Amazon Kindle is hot right now. They are finally taking action against the spammers and cleaning up everything (yea… I got a couple ebooks booted off too :)) which is going to make the opportunity to make money on Kindle even greater.
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The purpose of your sales letter is to grab and keep the attention of your reader. Once you have accomplished that step the next step is to get them to take immediate action. One way to accomplish this is by engaging your reader in a good story without finishing it. After starting the story, pause in the middle to tell them you will complete the story in a minute… but first you would like to tell them about _____.