If you’re a marketing executive with a small budget and a big need for sales letters,
web content and more, you may be looking at writing them yourself. How tough can
it be? When you were in school you got A’s in your English courses, right? Mostly
A’s, anyway.

Before you launch in, though, consider these points: A direct mail letter is not the
same as a book report. A web page isn’t an essay. And your teachers were
paid to read your work.

You might need some professional tricks to make this work. Let me give you a
handful right here. Follow these rules and you just might make the grade.

Start with your audience’s needs

You’ve heard the clich

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