When you see dozens of copywriting formulas promising "the perfect sales page," how do you know which ones to trust? After all, each formula seems to have a successful direct sales superstar behind it, and each one looks like a solid plan. What do you do in the face of these wildly different sales letter styles? The first step is to realize that copywriting is more than any one "formula" " it's an exercise in communication and persuasion. Just like a recipe,