1. Tools
   1. email
   2. sub-lists
   3. blogs
   4. surveys
   5. "Special Reports"
   6. web-based sales letter
   7. direct mail
   8. spy photo / video
   9. web audio
   10. web video - full motion
   11. web video - screen capture
   12. live seminars
   13. teleseminars
   14. webinars
   15. message boards
   16. SOCIAL MEDIA: facebook / youtube / myspace / twitter
   17. stuff that hasn't been invented yet
2. Sequences
   1. pre-prelaunch
   2. JV sequence
   3. prelaunch
   4. launch
   5. stick
   6. postlaunch
   7. relaunch
   8. continual launch
3. Mental Triggers
   1. stories
   2. event-based
   3. community
   4. social proof
   5. scarcity
      1. implied scarcity
   6. authority
   7. anticipation
   8. common enemy
   9. proof
   10. controversy
   11. commitment and consistency
   12. interaction and conversation
   13. reciprocity
   14. surprise / unexpectedness / novelty
   15. likeability
   16. credibility
   17. celebrity / being interesting
   18. character
   19. reason why / context
   20. competition
   21. take-away sale
   22. simplicity
   23. concreteness / specific
   24. emotions
   25. ADVANCED
       1. anchoring
       2. transferring
4. The Offer
   1. what they get
   2. how they get it
   3. bonuses
   4. price
   5. guarantee
   6. the story