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What are the Four "Musts" You should Always Keep at the Heart of your Direct Mail Letter?

Never lose sight of the four "musts" as you put together your direct mail letter.
They are the backbone of any profitable direct mail letter.

"Must" #1: Benefits! Benefits! Benefits! -- always stress benefits throughout your letter, from start to finish. Only benefits keep your prospect reading.

"Must" #2: Make your letter look easy to read -- a letter that looks easy to read constantly encourages the prospect to keep reading, and will get more orders and sales leads.

"Must" #3: Make it easy to order -- ask for the order right from the beginning of your letter, have a toll-free "800" phone number, and include a postage-paid reply card or envelope.

"Must" #4: Encourage immediate response -- always try for a quick sale. Have a deadline to respond, and tell the reader to "act now!"