What are their concerns? What are their fears? What is their most pressing need? What solutions do they need and how do they want them delivered? CB Passive Income 4.0 What are their expectations? Armed with this knowledge you can not only create the right product for your customers, but you'll also be able to write sales copy that hits all the right notes, removes doubt and gets the sale. 2. Your Main Headline and First Paragraphs Must Sizzle This is the most important part of your sales letter.