Ask for the business in a direct appeal. Make a prediction. Ask a rhetorical question. Refer to what your prospect wants. Quote a source that backs your sales point.
People tend to remember beginnings and endings.
Your star and hook may be the only parts of the letter the prospect reads. Make them count. We're all suckers for a good postscript. I like to use the P.S. to drop in another juicy point and create a sense of urgency. Telemarketers called all respondents and closed approximately 20 percent for BOMA's 1995 show, which will net about 41,000 square feet.