"ASK, YES ASK?

If not literally (although this is BEST), then figuratively. The following questions are a good place to start:

1. "What will make you happy - what can I offer you to put a smile on your face?"
2. "Do you actually want what I’m offering in this sales letter?"
3. "Can you afford what I’m offering? If it’s pricey for you ... then can I structure a payment plan of some kind (to make it easy to pay for)?"
4. "Why are you afraid of purchasing from anybody, including me? How can I prove to you that I’m honest and reliable and will stand behind my product / service? What can I say to you (or show you) that will convince you I’m telling you the truth about this?"
5. "What kind of a guarantee can I give you that will make you 110% comfortable with trying out what I’m offering?"

These things cannot be over-stressed. You can only craft a persuasive letter if you know beforehand what the person you’re writing to wants. They only care about what you can do for them. And the best way to find out what your potential buyer wants is to ask.