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Making a sales letter truly great

Thank you so much for all your flattering comments about last week’s series of articles about the state of online marketing in UK industrial companies. I’ll try to write a few more pieces like that which are closer to home in the future.

In the meantime, back to work. I’ve read entire books on writing sales letters, and some of them have even been worth reading. But to fill an entire book on this subject you need to get far too detailed; the really good stuff can be summarised in a good article. And here’s just such an article.

In Direct Mail: The Letter on Ron Brauner’s Blog you’ll find specific ideas on structure, presentation, tone, calls to action and closure. You can argue the toss on some of them, but in the end, you won’t go far wrong if you follow these guidelines.

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