The sales letter format should emphasize key points while maintaining simplicity. Do not repel the customers or clients. Have normal spacing between lines and the contents just right so that the reader does not feel over_burdened reading your letter. Get the reader to feel as if he is invaluable to you and your company. The pronoun "you" in place of "we" instills a sense of warmth in the reader, drawing them closer to your business.
In this article, I'll give you a few tips that your should consider with respect to your cover letter format. It always amazes me how many people truly miss their opportunity at desired jobs because they motivation letters that have sub_optimal formatting.