3. Focus on Benefits and NOT Features.

Your reader is looking for benefits and not features, so talk about the benefits of your product or service.

Your soap may well be the only soap in the world to contain XYZ oil but so what! What your reader wants to hear is that your revolutionary new formula means that she will see a smoother, clearer, softer skin after just a few days of using your new soap.

4. Ensure your letter contains VALUABLE information.

5. Include a clear 'Action Message'.

-- Anonymous, February 16, 2001