A sales letter is a direct mail that persuades readers to buy a specific product or service. But if you look at its role in one’s business, it is more than just a piece of paper. It is even beyond selling and persuading. It is what best-selling author and marketer Seth Godin means with his line: “Connect, create meaning, make a difference, matter, be missed.” In fact, Scot Ober and Amy Newman, authors of the book Communication in Business , consider sales as the heart of most business, and individual letters and form letters are the means to attract prospective customers. Hence, here is a 10-point comprehensive guide to writing engaging documents and letters that accelerate sales and produce results. 10. Establish a central selling theme. This is the Unique Selling Point (USP) of your product or service. Entrepreneur.com stresses that “unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot targ...