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To introduce the letter, "Dear Reader" can be used. It's safe, but it's always my last choice. Because this is a personal medium, the closer you can get to the General guidelines. heart of the person, the occupation or passion of the person, the better. If you're writing to physicians, "Dear Doctor," or "Dear Physician"; to veterinarians, "Dear Animal Laver." If you're writing to business people, "Dear Colleague" is one of my universal favorites. It has a wide application.
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Direct Mail Services info: The copy should be written to your audience. If you are writing to consumers, it should be in a very conversational tone - like this book. The text should read Keep it easy to read. as though you're speaking to someone, man to man, woman to woman, one on one. If your offer is to businesses, or more technical people, you can use bigger words. So is that big pack-age Publishers' Clearing House sends you every now and then. See also Postcard Printing .
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