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Now let's talk hype. Most of sales letters I've come across are full of hype, because that's what customer wants. Hype can be effective or ineffective, depending on your business and kind of people you're trying to sell to. If you're selling an MLM business opportunity, hype can work well. On other hand, if your intended audience consists of savvy, experienced business people, you'll probably do better with a brief introduction followed by an explanation of what your product or service can do for their business.
In either case, be careful about using too much bold type or screaming your message at customers. Putting important points in bold type or caps can be an effective marketing tool, but only when used in moderation. Exclamation points can also be helpful, but use them sparingly. When reading back through your letter, pay attention to tone. If you feel you're being yelled at, tone it down a bit.
A well-written, well-targeted sales letter can do wonders for sagging sales. For tips on writing effective sales letters, see http://www.drnunley.com/copywriting.htm.
Meredith Pond is editor and manager of DrNunley's http://CheapWriting.com. See her low-cost writing and editing services for students and business people, including a web site rewriting package. Reach Meredith at firstname.lastname@example.org or 801-328-9006.