Powerful new word processors and database management software make it easy to generate mass mailings. Here's some simple rules for keeping your next sales letter out of the round file:

• Keep sentences short and easy to read, nine to eleven words. Use clear, simple vocabulary, not because readers are simple, but because they're lazy.
• Keep paragraphs short as well, three or four sentences. Cut out everything extra. Make every word work like a galley slave. Keep it all on one page.
• Open with a "thank you," an example, or a statement with which everyone can agree. The tone should be light, friendly, and informal.
• Put your second most important idea in the first paragraph. Put the least important idea in the second paragraph. Close with the most important idea.
• For emphasis, use bold or italics or underline, but never combine them.
• Concentrate on benefits, not features. And don't try to tell the whole story. Just generate a response.
• The most powerful four letter word you can use. [ed: free]
• Use the merge function to include a personalizing comment or item. A geographical reference using the city field accomplishes this easily.
• Close by asking for some direct action; call, write, or expect to hear from us soon. · Indent paragraphs, and tab the closing to the right.
• Even though the P.S. is at the bottom, it's the FIRST thing people read. Put your hook or premium offer here in a single sentence.
• Include a deadline, or offer a reward for prompt action.
• People are 7 times as likely to respond if the call is toll-free.