When writing collection letters, consider the goals of direct mail.

Advertising is organized to spark four basic reactions: Attention, Interest, Desire, and Action--AIDA.

Generally speaking, your letters will be more effective if they are constructed to arouse these same responses in the same order. Keep these four letters over your desk and remember:

• Attention - Grab the debtors' attention with the opening line

• Interest - Use the next paragraph to get the debtor interested in the problem

• Desire - Encourage payment just before your final sentence

• Action - Tell the debtor exactly how and when to send payment.

Using AIDA as a guideline, you'll be more likely to write collection letters that make debtors want to pay their debts.

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