The sales letter is an essential part of your direct mail package and often stands alone when following up a cold call. Writing a good sales letter can be time-consuming if you care enough to get it right. Too many sales people overlook or minimize this aspect of marketing your business. Why? The simple truth is that most people just don't know how to write a sales letter. Here's some tips.

1) If possible, use the prospects' name and title.

2) Make the sales letter friendly and personal.

3) Be descriptive and pepper the letter with anecdotes and case studies in order to capture the reader's interest.

4) Try to write like you talk. Read your first draft aloud to see if you've achieved a conversational tone.

5) Keep your paragraphs brief and use simple, evocative language.

6) After writing your first draft, put it aside for a day and then read it as if you were the prospect. Examine your...

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