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Selling to Win, 4th Edition by Richard Denny

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Chapter Fourteen

Letter writing

Acomprehensive guide to letter-writing skills is beyond the scope of this book, but I want to give you a few basic guidelines to make written communication for getting business more effective. This chapter contains a few useful ideas that I know work.

Let me assure you and stress, this is a big opportunity not only to get closer to your customers but also to stand out from the crowd. Letters are becoming rarer and because of this they have much greater impact and letters get read.

Short letters work

Research into direct mail has demonstrated that any mailshot must contain a letter, and this letter is most effective when it is a two-page letter written on four sides. Now that is directly contrary to what works ...

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