How to Write Sales Letters That Sell: Learn the Secrets of Successful Direct Mail » (2nd ed.)

Drayton Bird has over 45 years of experience at Ogilvy and Mather Direct, the world's largest direct-marketing network. Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small. He is also the author of How to Write Sales Letters that Sell.

A direct mail piece can have extraordinary positive results for a business, or be a waste of money. Time spent learning to write letters that [Italics] sell might be one of the best business investments that it is possible to make. Drayton Bird, an acknowledged expert on writing sales letters, takes the reader through the necessary stages from planning, through gathering information about the product and the target reader, incorporating the right ingredients and structure, to the way to end, the tone to adopt and how to close, as well as how to deal with the "guts" of the letter itself.Examples of good and bad sales letters are included throughout to illustrate the points made in the text, and there are sections dealing with how the letter should look, length, tips on how to make the letter more effective, when to use headings, color, texture and more.