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21 ways to improve your direct response letters ...
 
If you're convinced you can write a letter that pulls, consider these suggestions when you review your copy: 
 
1.   Keep the first sentance short -- ideally just a single line
2.   Present your offer in the first paragraph (or in the "Johnson Box")
3.   Never have a paragraph with more than 5 sentances
4.   Single space the letter; double space between paragraphs 
5.   Use sub-heads and call-outs
6.   Use dots, dashes and bullets liberally
7.   If not personalized, use a salutation that targets your audience (i.e. "Dear Business Builder" or "Dear Blue Jays Booster")
8.   Always have a P.S.
9.   For letters to consumers, write in the margins, simulating handwriting (i.e. "Best Deal")
10. Strengthen your claims with overwhelming proof
11. Write about benefits and, whenever possible, the "benefits of the benefits"
12. Use "you" and the derivatives yours" and "you'll" 
13. Do not crowd too much on a page 
14. To catch skimmers, use italics, underlining or different colours 
15. Ask for the action you want -- tell the reader exactly what to do
16. Make it easy for the reader to take action
17. Incorporate a hook to encourage immediate response
18. Use simple words
19. Avoid lots of extraneous words ("Lots of" are in italics because they are absolutely extraneous!)
20. Write to a person, not to a list (Trick: Place a photograph of your prospect on the edge of your computer screen and have a conversation with him/her/them.)
21. Test, test, and test
 
Source: This list was taught to me by my business mentor, the late Peter T. Zarry.  Over many years, at the Schulich Executive Education Centre, York University, Toronto, Peter taught Direct Response Marketing with passion. I can still hear him. 
 
    David Foley Associates Inc.
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