The Write Stuff for Selling

Sales letters should communicate concern about the customers' needs, creating a link between your business and their goals

I received a sales letter from a major corporation recently that made me mad, sad, and then glad. It began along these lines: "We are happy to introduce a new member of the (parent company) family. The (new company) is a wholly owned subsidiary company of (parent company's full name and stock symbol). We are proud to be based here in (city name) and look forward to satisfying all your insurance needs."

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