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A Sharp Opener

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

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

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

You can fuhgeddaboutit . . . unless your letter has aninteresting headline and opening sentence. Take a lesson frome-mail marketers, whose online solicitations live or die by theirsubject lines and opening sentences.

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