The direct mail or sales letter is a challenging component of direct marketing campaigns. Many people struggle with this, but it is really just a letter to a colleague or friend. A friend in the industry. There are certain "rules" that apply (by which I mean techniques or guidelines that work best), but for the most part it is a straightforward piece of writing. It is, in short, the grist of the copywriter's mill.

A successful sales letter can work wonders for a business. Here are just a few suggestions to make yours top notch.

Tips for a Successful Sales Letter:

• This is a letter to a friend. Make it light, friendly and conversational.
• This is a letter written by one person, not many. Use "I" and "you," throughout.
• Dress it up. Use bulletized lists (like this one); use indentations and highlight key points. Perhaps use italics in places or change font size for emphasis.
• Keep your paragraphs short. In fact, one sentence paragraphs are fine and tend to grab the reader's attention.
• Get to the point right away. You may want to start with a question: Are you spending too much money for heating oil? Do you have to make a speech next week but just don't have the time to write it? Or you may want to start with a short story, just a couple of sentences, showing the reader you understand his problem. In any event, start fast and tell your reader why you are writing in the very first paragraph.
• Tell your reader what to do. Call this number. Send in this reply card for your free subscription. This is the classic "call to action" that every sales letter must include, and you must make sure there is no confusion about what the reader has to do next.
• You may want to include a P.S. comment. Many studies have shown that readers tend to go here before they even look at the first paragraph.

Dear Mr. Wiler:

Do you need to boost sales? Do you have to deliver a speech next week to the Chamber of Commerce but just don't know where to start? Are you still operating without an Employee Manual? Do you need a Business Plan to obtain financing? More to the point, do you have the time to do these things? Well, reading this letter may be the best piece of work you do today.

Like so many business managers, you are busy with the pressing chores of the day. I sympathize. The phones are ringing mercilessly, your assistant just announced that he needs three days off starting tomorrow, and you are juggling feathers in a windstorm. That, however, doesn't mean you can put these things off. They have to get done, and that's where WritingHelp.com comes in.

How can we help? Here's how. WritingHelp.com drafts Employee Manuals, Business Plans, Human Resource documents, Job Descriptions, and more. We write text-based content for your website and a broad range of promotional materials, sales letters, brochures, speeches, and much, much more. WritingHelp.com takes this time-consuming burden off your shoulders and puts it squarely on ours. We know what has to go into those critical business documents, and we can add valuable content through our many years of hands-on experience. We know what sells, and we know what content has to be in those promotional documents. In short, we give you a written product you will be proud to show to your colleagues and more importantly, will be vitally useful in your business.

I have allocated eight slots to meet with potential clients in April, and I hope you're one of them. Please call me at 732-531-1162 to discuss your needs and set up an appointment. I also invite you to look through our website at www.WritingHelpInc.com to learn more about me and get a better feel for the scope of our services. Finally, I ask you to act now before these slots are filled. You have much to gain and nothing to lose.