Use a professional but friendly tone. Keep it short, pithy, and full of information. When you wrap it up, take the initiative to make the next contact. Follow up exactly as you promised to increase your credibility. Eliminate Wrong Messages Do not use a first name in the salutation unless the reader is a personal friend.
Gimmicks are high-risk.
Don't use them unless you've tested them on a substantial market sample and know they fit the reader well. Avoid overused adjectives like unique, fantastic, greatest, incredible, best. If you are pitching a product, single out the most newsworthy and interesting aspect of the product and make that the first sentence. Put the meat in the middle of your pitch, but keep it short and snappy. Use bullets and indentations to make important points.