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Copyright 2005 Dina Giolitto. All rights reserved.

6. Use as many testimonials as possible. If you have customer emails or letters you can ask their permission to use these as testimonials in your sales letter. Again you are sharing a customer's story with your audience. People are interested in people, period.

7. Write in a conversational style by using contractions (I'm, can't, you'll, who'd, etc) and ellipsis (…) to show pauses. This helps to give letter a less written feel and a more spoken feel. You can also use words that will build a conversational atmosphere such as "Listen up" , "Pay attention here" "I want to talk to you". All these catch phrases make your writing seem more audible than written. Keep in mind that we read by listening to our own voices in our heads. So all writings go through this translation process.

8. Build rhythm and cadence by using punctuations to emphasize important words. For example, consider following sentence:

"Our research indicated that it takes anywhere from three to five months of REGULAR activity to measure significant changes in health and fitness, so you can expect to see real improvements in six months … IF you stick with a well-planned program of physical activity."

If you read sentence without CAPITLISED words " REGUALR" and "IF", then emphasis of message changes even though words didn't. You can do same to mimic raising your voice, thus giving your writing some spoken quality.

In same way long sentences and paragraphs show slow, contemplative movement and take some time to digest properly. Short sentences do opposite.

9. Identify with your audience as much as possible. You of course must 'know' people you are writing for. Are they afraid? Do they have pains? Are they new parents? What are their common values? Are they patriotic? Being able to answer these questions will help you to tell your story in a way they can identify with. If your situation is totally foreign to your target audience then your job becomes more difficult.

The more personality you give to your sales letter more persons you'll convince to buy your product or service. Soon you'll benefit from word of mouth advertising as your customers continue to tell your story; which is what you really want.

And you can't get anymore personal than that.