How to Write Blockbuster Sales Letters

to mail back this reply envelope—which is exactly what you want your
reader to do.
But don’t just rely on people using the reply envelope to mail in a
check with the order form filled out.
Include an option to pay by credit card, by phone, or online. Be sure
to include a toll-free 1.800 number and the Web address for an online
order form on all major components of your mailing. Be sure your
1.800 number and the URL for your online order form are easy to find.
No matter what component of your package your readers are
holding, a way to order easily and instantly should be staring at them
in the face...and prominently displayed.
Chapter Forty-Five
Keep it simple and clear
The instant your reader is confused by your sales presentation is the
instant she will tune out.
Complexity is the enemy of sales.
In fact, complexity is the enemy of communication.
Sell just one thing. Ask for one decision, not many decisions with
lots of options. Make your instructions clear, direct and easy to follow.
Simple, clear sentences.
Simple, clear action steps.
Simple, clear order form.
Simple, clear headlines.
Simple, clear reasons.
One simple, clear proposition.
...Blockbuster Sales Letters 89