No doubt about it, sales letters are promotional material. They promote products and services with the ultimate intent of creating sales.

But, and it is a big but,  just because a sales letter is an ad doesn’t mean it should look and sound like one.

Why this bad?

Well there are several reasons, the first is that people LIKE to buy, but they DO NOT LIKE to be sold to.

There are many reasons for that including, among other things: a loss of control and mistrust that the seller isn’t going to necessarily have the buyer’s best interests in mind.

The second reason is that people have developed a sort of “blindness” to ads.

That is, when something looks like an advertisement people subconsciously tune out, sort of like fast forwarding through the commercials of some TV show you’ve recorded.

People will just skip right over something that seems to be trying to sell them.

This is, obviously, not good for copywriters, but can you avoid or overcome it?

One simple answer is that you do not make your copy look like an ad; duh.

But, since a sales letter is an ad, how do you hide your ad without requiring the skills and mastery of a Dan Kennedy.

One very effective way is to…

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