What does the central selling theme refer to in a sales letter?

The central selling theme in a sales letter is the major reader benefit that is presented early in the communication. This theme is essential because it captures the reader's attention and clearly articulates the key advantage or value that the product or service offers. By identifying a significant benefit right at the beginning, the salesperson aims to engage the potential customer and create a strong interest in the offering. This focus on a major benefit sets the stage for the rest of the sales letter, allowing the persuader to build upon this foundation by providing supporting details and other persuasive elements. In contrast, the other options, like minor details, cost, or visual elements, do not center around the primary reason a customer would be motivated to purchase the product or service. Instead, they serve as supplementary information that supports the primary message established by the central selling theme.