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This article first appeared in Sharpe & Direct, the weekly direct mail marketing newsletter published by Alan Sharpe, direct mail copywriter to businesses large and small.

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How to write a direct mail sales letter.

By Alan Sharpe

Grab the prospect's attention
Stimulate interest by identifying the prospect's problem
Describe how your product, service or company solves your prospect's problem
Offer proof to back up your claim
Present your offer early on, and at the end
Ask the reader to take action now
Address your letter to a person by name (plus a job title if writing to a business)
Craft a fresh, original opening sentence
Aim for authenticity (no fake handwriting in the margins)
Strive for readability (short sentences and paragraphs, subheads for scanning, strong topic sentences)
Keep the reader reading–use transitions that keep your prospect hanging
Strive for credibility–use facts
Re-state your offer in a new way in your PS

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Alan Sharpe is a direct mail copywriter. Alan helps businesses generate sales and secure sales meetings with qualified prospects using cost-effective, compelling direct mail marketing. Subscribe to "Sharpe & Direct," his weekly direct mail marketing newsletter at www.sharpecopy.com. Discuss your next direct response marketing lead generation campaign during a free 30-minute telephone consultation with Alan. Book your consultation now by phoning 1 877 SHARPE COPY (742-7732).