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A good rule to follow is: Keep selling until you run out of selling points. By end of your letter your prospect should have more than enough information to make a decision.
Write a friendly greeting
When possible address your prospect by his name, as this will increase your response rate. If you don’t have an individual name, you’ll have to use a title such as Dear Business Manager, or Dear Creative Director. Don’t address a householder as, “Dear Householder,” Instead use, “Dear Animal Lover,” or “Dear Mercedes Owner.
Use an attention-grabbing headline
Make sure your headline is at top of letter. Use it to highlight main benefit. Make sure it’s easy to understand and tells your reader why he should read your letter. Avoid headlines that try to be clever, or funny. They rarely work.
Ask for what you want
Don’t be slow in asking for sale. If you want reader to buy your garden gnomes, tell him so, near beginning. If you let him get half way down page before telling him what you want, your letter will end up in trash.
Write from me to you
Make your letter personal. Have one customer in mind while your writing it and address him as if he were sitting right beside you. Use word “you” frequently. Instead of saying, Our lingerie is sexy” say, “You’ll look sexy in our lingerie.” Change, “Our blankets are warm and comfortable,” to: “You’ll be warm and comfortable in one of our blankets.”
Get your reader to act NOW
By end of your letter, reader should have all benefits of your product or service, and have become more and more interested. Now you need to get him to act. Tell him clearly and simply what you want him to do: telephone, fill in reply card, send money, visit your web site or get a representative to call.
Finish with a PS
Make sure your PS sounds like something you “just remembered to say. By, try not to start your PS with word “Remember” as it shows what you’re about to say contains nothing new. Instead, use PS to highlight a benefit not already included in your letter.
About the Author Julia is an independent copywriter specializing in advertising, search engine marketing and direct mail. For more information on how Julia can increase your company's sales visit her website at www.juliahyde.com or email firstname.lastname@example.org