2. Have you ever purchased anything because of a mail shot?

3. Does your company send out mail shots to clients? Are they successful?

2. Free three-month trial of Databuild 3.1 –the most advanced protection software available.

3 Improve the security of your systems – take advantage of this amazing offer.

Dear Ms Malinder,

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1. Get to the point.

2. Be shy about the offer.

3. Use testimonials (comments from people who already use the product).

4. Make it hard to respond.

5. Highlight the key benefits.

6. Personalize the message – use you and your where possible.

7. Use a P.S.

8. Invite the recipient of the mail shot to act.

9. Try to use humour.

10. Use exclamation marks.

11. Include a deadline to create a sense of urgency.

12. Use complex and descriptive vocabulary.

2. Address the reader as one of a group of important people.

3. Remind the reader of the offer and create a sense of urgency.

4. Give an objective comment / testimonial about the product.

5. Mention the key benefit.

6. Make the letter sound more like a conversation.

7. Call the reader to action.

8. Mention further benefits.

Write your mail shot in 150–250 words. Remember to use the recommended techniques discussed during this lesson.