Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting


Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting
December, 2002
Volume: 17 Number: 12

Ten great ways to start a marketing letter

Have you ever tried to write a motivating letter and
sat there, staring at the blinking cursor, wondering
how to get started?

You're not the only one. Getting off on the right
foot, with energy and enthusiasm, is always a
challenge for novice writers.

Professional copywriters, on the other hand, know that
there are countless ways to start a letter. Let me
share just ten proven techniques with you now and show
you how easy it really is.

Let's pretend that you have to write a letter to
network security managers offering them a free
brochure. Here are just ten effective ways to begin
the letter . . .

1. METHOD: Tell them they're special

EXAMPLE: As a network security professional, you bear
a unique responsibility.

2. METHOD: Tell a story

EXAMPLE: When Susan Smith walked into her office and
looked at the ashen face of her assistant, she
instantly knew that someone had taken her network

3. METHOD: Tell them they're facing a difficult

EXAMPLE: As the person responsible for network
security, I know you face some extremely difficult

4. METHOD: Shock them with frightening news

EXAMPLE: Last month over ten Fortune 500 companies
suffered intense, repeated denial of service attacks.

5. METHOD: Soothe them with good news

EXAMPLE: If you've been worried about hackers cracking
your system, and inflicting devastating damage, I've
got some good news for you.

6. METHOD: Make your offer immediately

EXAMPLE: I'm writing to offer you a free report from
Levison Security Services titled "Seven Ways To
Improve Network Security Now."

7. METHOD: Cite the authorities

EXAMPLE: In a recent White Paper on network security,
written by the highly respected Levison Consulting
Group, a fascinating fact was reported.

8. METHOD: Explain that you can help them

EXAMPLE: As the person responsible for network
security, you have some mighty tough problems. I can
help you solve them.

9. METHOD: Ask a question

EXAMPLE: Is a hacker at work, right at this moment,
trying to bring down your network?

10. METHOD: Make an announcement

EXAMPLE: Here it is! Announcing the brand new Levison
Network Security Monitoring System, now available for
companies just like yours.

The take-away message this month? Don't settle for the
first lead-in sentence that pops into your mind. There
are dozens and dozens of ways to start a letter with
punch and it really pays to look for the best one.

How To Get In Touch

Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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