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Here are some of these ideas to keep in mind when you are trying to structure your opening.
1) State offer. This is so simple many people never think of it. Put offer right at top of your page in a headline or bold type. The offer includes product that is for sale, its price, terms of sale, and guarantee.
2) Announce it! If you have something new, start your letter with this important information. Nothing gets attention and builds excitement like word NEW. I always put it in all capitals to give it added excitement.
3) Flatter reader. There is nothing a customer likes more than to feel as though they are set apart from "the crowd". Describe type of person who would probably be one of your best customers. Tell why way they feel, work, think, or play is important and deserves attention. Use word "YOU" as often as you can.
4) Use a provocative quote. Quote a famous person or a customer. The quote should arouse curiosity. It should make reader want to find out more about your product.
After you have your opening, good copy will usually follow suit. Just remember to use catchy phrases and not over hype product. If something seems too good to be true, most people will probably disregard offer. Ending with a PS is a nice touch, but remember that many people read PS before they read actual letter.
Kevin Nunley provides marketing advice, business writing, and popular promotion packages. See his 10,000 free marketing ideas at http://DrNunley.com Reach Kevin at mailto:email@example.com or 801-328-9006.