If you investigate into it, you'll find endless "closers," endless ways to deal with objections etc.
But often what you won't find is talk about these two powerful ideas that can practically carry a sale all by their lonesome.
Let's do an example so I can introduce these ideas to you. Say you had a sales letter that needed writing, and you hired two copywriters to give it a whirl.
Copywriter Alex has been in direct-marketing for seven years and has written a number of different sales letters in a lot of markets. He knows copy and he's good at it.
He has a look at your product and goes through the process rather robotically.
For whatever reason, he doesn't really have that much excitement about what you sell. So, he does the usual conversion of features into benefits, writes some bullets and comes up with a decent headline.
Then you have Copywriter Brent.
Brent is new to this, but he's excited. He loves what he's learning, and he is so happy to work with you.
Not only that, but when you show him your product, he loves it. He's sure that it is the best product on the market. He does research and finds that your product does its job far better than your competition.
Then Brent writes his letter.
The experience that most people have had, is that ENTHUSIASM and CONVICTION will outperform sales tactics that lack it every single time.
While Brent's letter may make a few structural mistakes, because of this great enthusiasm and his conviction that your product is the best, his letter will read like fire.
Alex's on the other hand, since he doesn't really believe in your product or care about it, will look okay, but it will have no spark.
And what's the best way to get these two superpower selling emotions?
By creating great stuff!
If you have something to sell that you really believe in, that helps your market in a big way, then conviction and enthusiasm is going to be automatic.
I've seen this with myself. When I write about something I care about the copy is much more compelling.