Always use a headline at the top of your sales letter.
Never use a company logo or your name and address at the top of a sales letter.
It is a “me” message and decreases response.
Use a logo at the bottom of your letter, or on the last page.
The exception: If you’re writing to an audience that would be positively influenced by your name or credentials.
Spend up to 80% of your time on a sales campaign writing the headline, or if you’re doing an e-mail campaign, the subject line.
Reason? Potential clients won’t bother to read your letter or e-mail unless your headline/subject line is AMAZING.