Address the problem(s) your prospect is facing that you are going to solve.
Now, the biggest challenge in writing an effective sales letter is keeping your prospect involved, engaged, and interested in reading your sales letter from top to toe.
If you forget for a moment to emphasize the "What is in it for you" nature of your offer, your prospect will tune out, turn off, and click away from your sales letter.
So, write your introduction to notify that there is a problem your prospect is facing. No, do not create a problem. Address the problem that already exists. Your prospect, like anyone else alive, is already having enough problems. You want to reduce as many problems as possible for your prospect and that is why your prospect should be interested in reading your sales letter.
If he is your target prospect, he will confirm and agree the problem you have addressed.
Below is an example of an introduction of a sales letter addressed to asthmatic prospects:
Dear Asthmatic Friend,
My name is John Doe and I have something to share with you.
At the tender age of 2 years, I was diagnosed as asthmatic. This marked the beginning of a what-seemed-to-be-never ending struggle between life and death with a condition that almost destroyed my health life.
I remember vividly the pain and the deep agony I went through. I even tried to pretend that everything was all right!
Asthma, If You Were A Somebody, I Would Have Murdered You Terribly.
Now it's a small wonder why I wage a personal crusade against asthma even to this day.
The sleepless nights, constant hacking cough, the frightful feeling of suffocation, and continuous wheezing brought pain beyond words in the chest area, which can only be described as very unpleasant and difficult to manage.
It was a childhood stripped off from the frolics, merriment and fun. I felt like an outcast when it comes to curricular activities. I envied my friends who don't seem to have my health problem.
Not being able to participate in sport activities and events, missing school on a regular basis and frequenting the hospital became a habitual routine and one that left an indelible and a disturbing effect on the psyche. The scar that was made on my health was, needless to say.
So, I had a dream.
I wanted to eradicate asthma once and for all. I decided that it is too expensive to deny myself of a good and healthy life so I didn't take too long for me to spring into action and set out to look for a cure.
At that time, I didn't know how to do it but backed by confidence and a small array of hope, I knew it was possible.
I continued life as it was. But I didn't lose focus of my main goal. In trying times, all I was armed with was faith.
After all the intensive research, buying books on the subject, traveling to other countries, meeting health experts and doctors, and trying out countless ways to cure my asthma disease, I felt it was time to go for a medical test. I did just that.
I was nervous until the report came out. As I read through it, my frustration built over the years have stopped. I knew my primary goal was achieved.
I Did It!
The report surprised my parents and family members. I was, too, though I knew what I had done to bring such results.
Only in my adulthood did I realize that my asthma was congenital and that I was born with it.
Asthma, as a chronic disease, can only be described with absolute profundity and in detail by someone who has actually experienced the terrible effects of this condition first hand.
That said, I am qualified to explain how asthma can affect the psyche, how both internal and external factors can influence our well-being and lifestyle... and needless to say, the solutions!
Fear, anxiety and even the fright of a probable attack can be most disheartening and a ghastly experience. However, there is no need to worry anymore.
Now, the reason I'm telling you this is NOT because I want to impress you, but to impress upon you that asthma is a disease that can be totally eliminated without having to burn a BIG hole in your pocket on your part - because I already did that for you!
You will want to write your sales letter in an almost similar manner, no matter what solutions you have or market you are targeting.