A Good Sales Letter is Easy on the Eye. Whether it?s an email or an actual letter, reading it must not be difficult for anyone with relatively good eyesight. Firstly, the font size must be at least 11 but no greater than 13 because anything more would take up too much space. Use special fonts only for emphasizing certain points but the main body of your content must still be written in easily understandable font like Times New Roman or Arial. Choice of colors is also important. Use dark ink for light backgrounds and vice versa. This may seem like common sense stuff, but you?d be surprised to know just how many people have continuously violated this rule! A Good Sales Letter is of Appropriate Length. There are unwritten rules regarding the appropriate length for sales letters, and they depend on factors like the number of times you?ve already corresponded with your recipient, the objectives of your sales letter, and so forth. In most cases, nothing more than a one-pager is a must if it?s your first time to contact a prospective customer. You could definitely write more if your reader has indicated an interest in receiving more news and updates from you in the future, but just how much will again depend on what you?re talking about and how well you know your target readers. A Good Sales Letter Does Not Beat around the Bush. It will always have a few lines dedicated to showing courtesy and appreciation towards the reader, but it will afterwards mince no words in saying what it has to say. If it has a buy-one-take-two offer in mind, the sales letter must state this directly. Time is a precious commodity, and a reader will appreciate it if you show your understanding of this concept by writing only what you have to write. A Good Sales Letter Has a Personalized Touch. Readers often like it better when the letter is directly addressed to them and most especially when they are old or existing customers already. Addressing the letter directly in their names make them feel special and appreciated. And you can validate this feeling by signing the letter at the end with your own name or the highest official in your company. A Good Sales Letter Acknowledges the Competition and Defends its Position. Good sales letters are not written by people who prefer to bury their heads in the sand. These people are aware that whatever they?re offering, rival companies surely have something to counter with as well, and they don?t hesitate to acknowledge this. Rather than pretend that their readers would not be aware or interested in the counter offers of other companies, these writers address these issues directly and defend their products and services to the best of their ability. Simply put, a good sales letter shows why you still have to choose the products and services it?s offering over others! A Good Sales Letter is Not All Talk! Good sales letters are not all talk. If you?ve got claims to make, you better make sure you can support them with solid facts and figures that are certified by valid and reliable authorities. A good sales letter gives readers a reason to believe in them! A Good Sales Letter Gives You the Chance to Opt Out. And lastly, a good sales letter always offers you the chance to NOT receive other similar updates in the future. This may seem a disadvantage at the start, but it actually proves you?re confident your reader won?t opt out. It?s reverse psychology in a way! No matter how good a sales letter you have, remember that writing it will do you no good if in the end, it doesn?t fit the needs of your target market. A good sales letter will always need the things listed in here, but it has to be somewhat customized according to your target market?s preferences. What those are will, of course, depend if you?ve already correctly identified who your best customers are in the first place!