The number of people who eventually hear about the bad experience can reach upwards of 100. Most businesses of any size use sales letters of one type or another. Flatter the reader. Let her know that she's part of a group you consider important. This makes your sales letter more personal.
People are more likely to believe a letter from someone who is similar to themselves.
If you are selling boats, let the reader know you are a boating enthusiast, too. Ask a question. This works best to draw the reader in when the question is one that the reader finds interesting or curious. Your prospect will continue on to get the answer. Marketing Your Reliability Ask a customer to list the three most important things they consider when doing business.