YOUR OPENING

Last things first

Eye-track research tells us that readers of sales letters rapidly sweep the page from top to bottom. They then return to the headline and lead paragraph before deciding whether to continue.

Get to the point


* Your opening pitch should deliver enough substance, with enough spin, for your prospect to adopt a buying posture without reading another word.
* Bridge from your headline. Your pitch and your headline should work together seamlessly.
* State your case. Don't bury important customer benefits in the body of the letter. Telegraph them right off the top.
* Accent the positive. Which gum sounds better to you—the pack that "Contains No Sugar" or the one that is "Sugar Free"?

Having trouble getting your pitch into the zone?


* Try opening with a story. Wrapping it up in your last sentence can be a great closer, too.
* Make a newsworthy announcement: "Presenting the first-ever…"
* Ask a question: "What is the one piece of office equipment every company needs?"
* Offer free information—brochures, booklets, how-to cards.
* Use the voice of your company's president. Customers love to hear directly from the head honcho.
* Play off a challenge that your prospects share: "If you're anything like your neighbors..."
* Invite a sense of exclusivity. For example, make readers feel part of your inner circle by pre-releasing an offer to a "select few." Of course, exactly HOW few is known only to you

Establish credibility


It is tough to build trust in a couple of sentences, but not impossible. Trust enhancers include:

* Case studies
* Testimonials
* Endorsements
* Research findings
* Statistics

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