Nobody likes cold canvassing. And you don't have to if you know just how powerful a good sales letter can be - and what it takes to create one. Most people write bad letters because they don't take them seriously. They write letters every day in business, so they think any fool can write a sales letter. Consequently, many do.
Good letters are hard work.
I revise mine five, ten and even twenty times before I'm satisfied. You must study the tricks of the trade. That's why I'm always puzzled how few salesmen understand them 1. Don't assume nobody reads direct mail. Just as good salesmen earn a ton more than bad, good letters do a whole lot better than bad.