How to Write Letters That Win |
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| Author:
| Company, The |
| ISBN: | 978-1-4927-8945-1 |
| Publication Date: | Sep 2013 |
| Publisher: | CreateSpace Independent Publishing Platform
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| Book Format: | Paperback |
| List Price: | USD $7.99 |
Book Description:
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WHAT YOU CAN MAKE YOUR LETTERS DO Read the Rules Two kinds of letters cross every desk. One - paper, ink and formality - goes the way of the waste basket. The other - logical, human appeal - draws the eye, grips, sways, convinces. One is the product of careless routine; the other of conscious creation. A strong letter springs from a mind's eye model, like the architect's drawing, the builder's bridge. Make...
More Description WHAT YOU CAN MAKE YOUR LETTERS DO
Read the Rules
Two kinds of letters cross every desk. One - paper, ink and formality - goes the way of the waste basket. The other - logical, human appeal - draws the eye, grips, sways, convinces.
One is the product of careless routine; the other of conscious creation.
A strong letter springs from a mind's eye model, like the architect's drawing, the builder's bridge.
Make your letters magnetic - make them stand out - make them dominate each reader's morning mail.
You can do it - if you will master the principles, read the rules, put yourself into the work.
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Topics Covered
A well-balanced sales letter; An average sales letter, showing typical faults; The same letter rewritten and corrected; An example of bad margins and type arrangement; An example of correct margins and type arrangement; A good letter, showing how attention may be won; A letter that holds interest; A letter correctly using argument and proof; A poor letter, showing too brief reply to an inquiry; A reply to an inquiry, showing how interest may be further stimulated; A letter cleverly embodying inducement; A follow-up that brought results; A follow-up showing typical faults; The same, rewritten and corrected; A good letter, leading' the reader from mutual ground to the buying point; A poor letter, lacking personality and specific appeal; The same proposition put in real man to man talk; A sales letter in which the seller's interest crowds out the "you" element; The same letter rewritten from the buyer's viewpoint; A good commercial collection letter; A complaint and an untactful reply; A reply in which tact is shown.