Who do some sales letters put a smile on your face while others put a yawn in your throat?

Why are some sales letters harder to read than others?

Keeping your reader hooked right to the end of your letter is one of the hardest challenges in business-to-business direct mail lead generation. The secret is making your copy easy to read.

Entertain
Successful sales letters arouse your interest, make you laugh, intrigue you in some way or make you want to sit down with a coffee and see what the writer has to say. Without detracting from your main message and reason for writing, try to make your letters entertaining. If you want a good example of entertaining, informative writing, read the column that Herschell Gordon Lewis writes in Direct magazine. Here is a recent excerpt: