The title is one of the most important parts of a sales letter, because it can determine whether readers go on to read the rest of the content or discard it. Use a font size that is considerably bigger than that of the body of the letter and place the title at the top center. Avoid titles that are too "colorful" and stick with one or two fonts; more than two fonts can give the title an awkward look, compromising your letter's credibility. Use impactful, energetic words that will capture the reader's attention.
The features of a product or service are important to include so that prospective customers know what they stand to receive. You cannot convince potential consumers to buy your product or service if they don't understand how exactly they are going to benefit. Use bulleted items to indicate each feature along with its benefits, making sure you remain truthful and don't exaggerate.
Even if recipients have read the sales letter, they may want to search for other alternatives or -- if they intend to accept your offer -- place the letter in a drawer and forget about it. For this reason, give consumers incentives to respond to your letter quickly. Include discounts and other offers that recipients can take advantage of if they respond within a certain time period, or include coupons that are valid for a short period of time.
When you are finished writing your sales letter, make sure the envelope is worth the recipient's attention. Use official-looking envelopes; plain, white envelopes can give recipients the feeling that the mail is from a reliable source. Avoid glossy, colorful envelopes. In addition, give consumers an incentive to open the envelope, such as a teaser that reads: "Discount Coupon Included."