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Powerful new word
processors and database management software make it easy to generate
mass mailings. Here's some simple rules for keeping your next sales
letter out of the round file:
- Keep sentences
short and easy to read, nine to eleven words. Use clear, simple
vocabulary, not because readers are simple, but because they're
- Keep paragraphs
short as well, three or four sentences. Cut out everything extra.
Make every word work like a galley slave. Keep it all on one page.
- Open with a
"thank you," an example, or a statement with which everyone can
agree. The tone should be light, friendly, and informal.
- Put your second
most important idea in the first paragraph. Put the least important
idea in the second paragraph. Close with the most important idea.
- For emphasis,
use bold or italics or underline, but never combine them.
on benefits, not features. And don't try to tell the whole story.
Just generate a response.
- The most powerful
four letter word you can use. [ed: free]
- Use the merge
function to include a personalizing comment or item. A geographical
reference using the city field accomplishes this easily.
- Close by asking
for some direct action; call, write, or expect to hear from us soon.
· Indent paragraphs, and tab the closing to the right.
- Even though
the P.S. is at the bottom, it's the FIRST thing people read. Put
your hook or premium offer here in a single sentence.
- Include a deadline,
or offer a reward for prompt action.
- People are
7 times as likely to respond if the call is toll-free.
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