10.4 How to write a letter or email that works

The most important principle; How do you make it interesting? Does this apply to emails? Two proven roads to disaster; Allocate your time correctly; Five elements in success; A successful formula; How emails differ; A letter that worked – and why; The greatest challenge: how to begin; Which openings work best? 21 approaches that work; How should you vary the tone? How to write better; How should it look? The PS – does it work? 'The most successful advertisement in the history of the world'; Seven deadly sins; Further reading. (IDM Marketing Guide, 52 pages)

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