Multi-million dollar newsletter publisher, Agora Financial, uses a particular strategy in most all of their sales letters. The big idea is based around a promising...View More investment opportunity which is outlined in a free report. To get the report, you must buy the paid newsletter. This allows them to create & test a variety of different hooks & offers in order to sell their newsletter. The sales letter below is a long one (as many of theirs are), but there's a reason why they're like that & if you really want to benefit from their copywriting, this should not deter you. In this particular example, they are using a photo as the foundation of their big idea. There's something we don't know about in the photo that relates to a big investment opportunity. Keeping this explanation open throughout the letter, keeps the interest level high. It's a fantastic use of a photo as the object of attention. More than that, the photo & theme is based around one of the biggest events in American history, the moon landing. The appeal of this approach is comparable to the popularity of conspiracy theories. We're genuinely interested in big revelations & secrets, especially from well-known historical events. This idea they're playing off of is huge and a lot to grasp, which is why a lot of proof and explanation is necessary. Without proper explanation, people would quickly blow this off.