You’re probably an expert on the services or products you sell, but at writing results-driven letters–maybe not so much. Don’t despair. Just follow these guidelines:

1. Think before you write. What’s the purpose of your letter? Is it to introduce a new service or product? To initiate a sale? To gain brand visibility? To get a phone call in response? To announce a new location or new staff? You can only achieve a result if you know in advance what result you desire.

2. Make notes on your thoughts. In random order, jot down key points you need to hit to accomplish your goal? Short phrases will do–just enough to jog your memory when you start writing. Example: new fall clothing line, Italian designers, longer hemlines, harvest colors, exclusive for Chico’s, economy-priced, ready to ship in July,

3. Prioritize or organize your key points by putting a number “one” next to either the most important or the most logical starting point. Then add numbers next to each of your other points to create a logical sequence.

4. Write an irresistible opening sentence to grab the attention of your recipient. Let it promise information he/she can’t do without.

5. Tell ‘em what you’re gone to tell ‘em in the remainder of the first paragraph.

6. Expand on your key points breaking down the material into readable chunks. Don’t let your paragraphs run more than several sentences.

7. Write a closing paragraph to tell ‘em what you’ve told ‘em, a recap of the paragraphs above.

8. Then ask for the bacon! It is essential to provide a call to action with a request for promptness. Tell you reader what it is you’d like him/her to do: mail the attached order form to xyz today