If you don't know a certain piece of information it would be a secret to you, right? If you already knew it, it wouldn't be a secret, right? You wouldn't buy the product. So, basically we buy information products to learn something new that we didn't know before 'like a secret'. So, one of the best ways to increase your sales letter conversions is to present your information product as a secret, or even call it a secret. Read this book to learn more about this strategy.