The sales letter seems to be a dying art. The problem — if you can call it one — is that databases and incentives increase sales more than good creative work. So, the ever-efficient, market-driven tendency is to rely on them, and to give but token attention to the sales letter.
But there looms the possibility of a lost opportunity cost. Experience shows that, once a good list and compelling incentive offer are in place, well-written copy can boost sales that much more. While leaving the list and offer untouched, I have more than once doubled sales by replacing a lousy sales letter with a powerful one. This applies to email, too.