How to promote rapport with the reader of your sales letter

Why should anyone pay attention to what you have to say? Just because you write the press release, the advert or the brochure, it doesn't necessarily follow that anyone will want to read it. So how do you hook your reader? The answer is surprisingly simple!

The pros and cons of selling direct

You can sell anything direct, from intangible items such as insurance to high-ticket items such as airplanes. Here are the pitfalls to avoid and tips for success, even if you sell though middlemen.

How to avoid sexist writing

Political correctness can be tiresome, yet you could be alienating half your customers simply by starting your letter 'Dear Sir'. We look at the alternatives to improve your written communications.

Sales letters - avoid the classic mistakes

Mailshots can be a great way of generating sales - providing they are carefully put together. Learn from the mistakes of others in this sales letter critique.

16 ways to make sales letters irresistible

For most situations other than retail, a sales document of some sort is the first and most important way of reaching new customers. Here is how to create a cracking sales letter, though the tips apply equally to brochures, general sales literature and even web pages.

How to make your sales messages noticed

Marketing expert Timothy RV Foster draws on his experience and suggests some nifty ways to get your business message noticed, including using gimmicks and how to get past the gate keeper.

How to boost your marketing response rates

Only 20% of direct mail is ever opened. And only 40% of that is ever read. How can you swing the odds in your favour? You can make mass mailshots more personal, appealing to specific life style traits in your list! You can also whet their appetite with ezines! Here are some solutions.

Hit home with direct mail - a beginner's guide

Boost your business economically and effectively with direct mail that reaches the best customers. A beginner's guide to a successful campaign. Includes how to identfy who to target, narrowing the field to those most likely to buy, and a five point plan for more effecive targeting.

Using novelty to land a client

Mailshots are one way to generate business. But sometimes a novel approach is called for. How to catch a special prospect's attention by sending something unusual in the mail.

How to organise a low-budget mailshot

Sales letters are salespeople in print - they can prompt people to take immediate action, either to buy or to request further information. Discover how to carry out a basic, low-budget campaign.

Should you tease?

The first thing someone receiving a mailshot sees is the envelope. So it is like your shop window. Tips on how to dress it to lure prospects inside.

How to write copy that sizzles

Discover the power of making your message more upbeat with a remarkably clever technique which will help you land more business.

Producing the perfect mailing pack

You can sell anything through the post - even planes. Only one factor really matters for success: the list of people you mail. However, once you've found the right list, what you put in your mailing pack will also effect the rate at which you convert prospects to enquirers or customers. Why you might be the wrong person to produce your mailing pack. And why is testing so important? Includes some examples of good and bad mailers.

Building relationships through the post

To some people, direct mail means junk mail. Yet it need not. Mailing packs can be eye-catching, useful, interesting, informative and produce results. We look at all the elements that go into creating a good pack.

How to choose great mailing lists

When it comes to harnessing the power of direct mail you need to know how to find good lists. We look at the issues involved and suggest 17 crunch questions to ask list owners.

Beware standard letters!

Pre-formatted or 'standard' letters can save a lot of time and effort, and allow you to concentrate on other matters - but they'd better be good. Here are the pitfalls to avoid.