Boron - Chapter 14

Now, if I were to continue writing this letter, I would use words that would make my reader "picture with pleasure" that beach in his mind. Before I was finished, he would be able to feel the sand in his toes, smell the fresh tang of the salt air, drink in the stars with his eyes and feel the warm friendly sun on his back.

Oddly enough, just a couple days ago, I received from Eric a copy of a sales letter he is writing to sell Hawaiian real estate. I am going to send Eric's letter to you real soon and I want you to read it and then imagine how much his letter could be improved by using all the little secrets (including the baggie) that we have just discussed.

Well oh well, what have we got so far? Let's see: we picked out our list, we know how to think about outside envelopes and return envelopes, we have thought up a way to get our reader's attention and we have the first couple paragraphs of our letter.

But, in most cases, we need more than a letter and a reply envelope. Yes, in most cases, it is good to include an order card and some type of printed brochure. I like to include an order card and a brochure with my sales letters. However, I do not like to let my reader see my order card, etc. as soon as he opens the envelope.

Do you know why? That's right. I don't want him to realize that I want to sell him something until I am well into my pitch. Here is something else you should know: Many people, when they read an ad, read it like this... What they do is, they read the headline first and then they go right to the order coupon.