Always enter the conversation already taking place in the customer's mind.

All power is from within and therefore under our control

Faith is the confidence, the assurance, the enforcing truth, the knowing.

Study your reader first - your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.

Control your thoughts and you control your circumstance.

First the stalk — then the roots. First the need — then the means to satisfy that need . First the nucleus — then the elements needed for its growth. The seed is a primary cause. The need, the nucleus, both are primary causes. Conditions — they are secondary. Given enough life in the nucleus, it will draw to itself the necessary means for growth regardless of conditions.

The greater the prevalence of positive thoughts, the more likely you are to receive a positive outcome.