If there’s one thing your prospective customers probably don’t have, it’s time – time for you, time for your advertising, even time for them.

Knowing this is key to writing an effective sales letter. These days it seems as though you have only nanoseconds to grab your readers’ attention. If your opening doesn’t do its job, your letter goes unread.

The number one rule to getting your letter off to an effective start is to write from your readers’ perspective....