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.

With alternative close, whichever one customer selects, you would have made a sale either way. You should always try to give customer two choices. Even if you are selling a single product, you can give him two choices with regard to payment, or delivery. For example, "Would you like this delivered to your office or to your home address?" "Will that be MasterCard or Visa?" "Would you like ATM 26 or ATM 30?" And so on.

Killer Closing Secret #2: The Secondary Close

The second closing technique is Secondary Close. This is extremely popular. It is a way of helping a customer making a big decision by having him make a small decision that infers big decision. Instead of asking customer to go ahead with product or service, you ask a question about a peripheral detail, acceptance of which means that he has decided to buy larger product.

For example, you could ask, "Would you want this shipped in a wooden crate, or would cardboard be all right?" "Would you like us to include drapes and rods in offer?" "Did you want standard rims or would you like customized racing rims on your car?"

In each case, if customer agrees to or chooses smaller item, he has indirectly said, "yes" to entire offering. People often find it easier to agree to small details than they do to making a larger commitment. That's why this is sometimes called Incremental Close, where you get commitment bit by bit to entire offer.

Killer Closing Secret #3: The Authorization Close

The third closing technique is Authorization Close, which is often used to conclude multimillion-dollar transactions. At end of sales conversation, salesperson simply asks if prospect has any questions or concerns that haven't been covered. If prospect has no further questions or concerns, salesperson takes out contract, opens it up to signature page, places a check mark where customer has to sign, and pushes it over to him saying, "Well then, if you will just authorize this, we'll get started on it right away." The word "authorize" is better than word "sign." A check mark is better than an X. Offering to "get started right away" is better than sitting there hoping for best.

However you do it, be prepared to ask for order in whichever ways seem appropriate at moment.