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A Sharp Opener

In sales-letter writing, it's the most important weapon for capturing your reader's attention.

This story appears in the September 2000 issue of Entrepreneur. Subscribe »

So you want everyone to glom onto your sales letter? And you can't imagine why they wouldn't, because you have such a terrific product or service and a great message?

You can fuhgeddaboutit . . . unless your letter has an interesting headline and opening sentence. Take a lesson from e-mail marketers, whose online solicitations live or die by their subject lines and opening sentences.

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