Use this guide to understand how to construct an argument that’s likely to persuade people. Copywriters do this by dividing the message up into these three sections:

1. What the reader already knows - but that also raises a concern that you know they’ll agree with.
2. What you want them to know – and how you can solve this problem for them.
3. Why they should believe you – and how to contact you to deal with the issue now.
   
   

Scroll down to 'Direct mail content' for four example copy templates for targeting new prospects.

Each letter template uses a slightly different approach, giving you content you can work with to create a compelling letter that captures your prospect’s attention.