Don't talk down to them, of course, but also make SURE they can totally understand your message. Would you delete it immediately, take action and buy, or put it aside to act on it eventually. There usually is little you can do with the first group, the majority of your prospects won't buy from you. But you could also be shooting yourself in the foot by not writing a compelling enough letter. You are kidding yourself if you don't think it matters whether your letter is super good or just good enough.
Readers scan from the top right to bottom left hand corners.
Use ALL CAPS sparingly . Use them to draw attention to and show the importance of ideas you feel are crucial. This is one of the secrets that the direct marketing gurus use everytime. This is the single most unused tool and it is the MOST effective. Listen to the entire program.