They adopt the minimalist approach and settle for merely announcing the existence of whatever is on offer. People who do this are so blindly convinced of the merits of what they are selling that they think everyone else will be. They are intimately familiar with every detail of what they are writing about. Indeed, if you are an enthusiast you may be downright infatuated with what you sell. This is particularly true if you have founded and run your own company.
People start their own businesses generally because they think they have something special to offer.
They believe profoundly in what they are selling. They live with it. They decide people probably see far too many letters, commercials, posters and advertisements, and rarely pay attention. Therefore, they feel they must be original, clever and entertaining, luring prospects into the letter before springing the sales message upon them. Now you may rightly respond that the interests of your audience, which I stressed earlier, are equally paramount when writing a film script or a novel, and in those instances entertainment certainly works.