10. No P.S.
The P.S. is the second most read part of any sales letter.  Many people read the headline and then turn to the end of the letter to see who it's from when they read the P.S.

My strong recommendation is to never send out a letter of any kind without including a P.S. This includes personal letters. Make it a habit from which you never vary. So when
you are writing to your mother, father or friend, end the letter with a P.S.

Tip: When preparing a P.S. for a sales letter, a good formula to follow is to simply restate the biggest benefit of the product, the guarantee and the offer.  How about a second P.S.?  So that’s P.P.S. – Or even a third – P.P.P.S.

11. Write Like You Were Taught To Write in High School Composition.
High School Composition has Absolutely-Nothing-TO-DO with effective sales letter writing.  Oh no! I can’t capitalize Absolutely Nothing in the middle of a sentence – and there’s no rule about bolding whats-ever – and TO-DO certainly is not all caps!  And my GOD what are all these dashes!  Hey, only the G is capitalized in God.  And what am I doing starting sentences and ending sentences with prepositions – Ohhhhhhhh – I got an F. 

Get it?  Most people’s writing is boring and stuffy at best!  Most people are not boring and stuffy.  Write like you speak!  Punctuate for effect not to follow rules!

Tip: Want to write a great sales letter!  Sit down with a good friend and a tape recorder and tell him why you and your product are so great.  Transcribe the tape – add the #1 benefit at the top in a headline - and restate the biggest benefit, guarantee, and
offer in the P.S. – You’re done.