Customers always prefer it if you are clear about what you want them to do. They don't like to have to guess your intentions.

In a sales letter you shouldn't suggest, but demand how your reader should act. This is referred to as the Call to Action (CTA) and it is the most important part of your sale letter. Everything preceding your CTA should be pushing your reader into taking the action you want them to take: Namely, to purchase your product.

It is a critical point...