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!"