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In the example above Jim has done two things very well.

Do you know what they are?

Firstly, he has written a headline that will immediately grab the attention of the reader.

If you are a Mum interested in getting back to work you would be a fool not to read on!

Also, the headline is in a larger font than the rest of the letter and it is in bold writing to make it stand out.

Thumbs up for Jim!

The second thing that Jim has done well is that he has personalised the letter by using the prospect’s name.

The vast majority of people who see greetings like:

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