Simply said, your sales letter is a form of direct response communication – a tool to help you achieve a goal. It is basically a conversation between a person (or company) and its products’ intended end-users. It contains a clear and direct offer and an invitation to take one, or more, desired actions (e.g. phone call; location visit; newsletter sign-up; email address; immediate sale, etc.). Unlike more traditional forms of advertising, like branding, customer “actions” can and should be tracked, measured and analyzed.