So if your opening doesn't hook the reader within five seconds, you've lost him. So it pays to put your strongest sales argument right up front. If you do, most readers will never get to it. I'd like to spend a few minutes chatting with you about an important subject. State the offer up front.
Many sales letters focus on getting the reader to send for free literature.
This offer is usually made in letter's last paragraph. You can increase response by stating the officer in the opening of the letter as well as at the end. Many people will only glance at the lead paragraph of a direct-mail letter and then throw the letter away. It is yours with my compliments if you'll just mail the enclosed card. The offer is repeated twice more - once in the fourth paragraph and again in the last paragraph.