Whenever you communicate with a customer (ads, letters, whatever) don’t use the words I, me, we, or our. Your customer doesn’t care about you, your hopes, your dreams or your problems. They care about themselves, and about how doing business with you can relieve some of their stress.
Frame the first thing they read from you around how you can help them. Cut out introductory paragraphs. Cut out self-congratulatory statements – they don’t care! You have 1.5 seconds to grab their attention.
Always appeal to their self interest. If you do this, your letters will be read, (briefly before they’re chucked) and your ads will be considered.