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The Copywriting Sourcebook by Andy Maslen

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Introduction

Often called, erroneously, a cover letter, the sales letter is probably the most powerful piece of copywriting ever to have been invented. By its very nature personal (if written properly) it takes your sales pitch directly to each and every one of your prospects. It doesn’t have to fight for their attention amid a magazine or newspaper full of more interesting editorial. And you have virtually unlimited space in which to make your case.

It can venture forth unaccompanied by a brochure or flyer and just do its job alone. You can illustrate it with product shots or other relevant images, or go for a plain-looking letter that replicates ...

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