1.) Become Your Reader -
What you must do is stop thinking from your perspective and start seeing the world from your "prospects" perspective.Understanding your audience means knowing the "benefit" of your service or product. Focus on the benefits. This first rule is essential and must be followed.

2.) Point to the Benefits in Your Headline -
It is important to use a headline as headlines are almost always read. Using a "prospects" own name helps build an even more powerful headline. Nothing gets someone's attention like their own name.

3.) Be Brief

4.) Write Your Letter First, then Edit -
Stop editing as you write. The time for rewriting will come later. Let your creative juices flow; get your ideas on paper.

5.) Ask For Something in Your Letter -
Ask for an order, a phone call, or a return call. Just remember to ask!

6.) Always Enjoy The Power of a P.S. -
This is an all time rule! A P.S. is always read, even if the letter is not. Include a P.S.

7.) Eye Candy -
Believe it or not, about 70% of your letter impact is generated by the visual impact of the letter.

• Use Short Sentences
• Use Short Paragraphs
• Use Bulleted Points
• Use Indented Paragraphs
• Use Subhead Lines