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Here are few suggestions which are generally used while writing sales letter.
Pay particular attention to appearance and presentation. Is your stationery good enough? Is it right for the length of your text? Is your lay-out uncluttered and eye-catching?
Keep your letters short. Few people read that drops through their letter box. So your letter has to grab potential customers.
Keep everything clear and simple. Use short sentences and paragraphs, especially at the beginning and end of your letter.
Keep things bright and interesting. Don’t be patronizing or over technical.
Make it as easy as possible for your readers to reply. Give them precise instructions about what to do to order your goods or services.
Don’t use harsh words or language. Use some politeness in your writing.
At last, the format of your letter depends largely on your selling strategy. Whatever you write in sales letter, it should not hurt your customer at any cost. It should win your customer trust. And that is important to build long term relationship to build your business for long-term.