Here is an example of Dan Kennedy’s work.
The Ultimate Sales Letter: Attract New Customers. Boost Your Sales (Ultimate Sales Letter)

I enjoy his writing and have gotten a lot out of his work.
See more of his books here:


The investment pyramid did not make sense to me just looking at it. The colored dots and then a few numbers showing were confusing. However, after reading your article I was able to somewhat figure out the visual.

The information was very good… even for me a non-financial person. I liked the list of investment option. I am not familiar with Equity Indes Universal Life so maybe more information would be helpful for someone like me.

One thing I recently heard from Dan Kennedy is to decide the ‘who’ first. Who is your customer and then write for them. Don’t try to write for everyone, just be focused on the ‘who’ you want to market to. This makes a lot of sense.

If I am your ‘who’, you would have to write even more basic for me. My husband has always researched our financial options and then presents it to me for our decision. So for me to read financial information, it really needs to be easy and catch my attention.

With your knowledge, I would think your ‘who’ is a more sophisticated market. Or since you have much information in this blog about college costs, your ‘who’ would be parents of college bound students. Of course, these parents would have other financial needs and interests that you can address.

I hope this helps.

Denise Gore