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.
Employers do not have a day to browse all cover letters, which is why people have to brief in the message they want for employers to know. Likewise, they need to be consistent and true to the details and information they will allot in the cover letter. To have the most accurate letter format, they should take enough time to plan its overall construction. They have to know that it can help them land the job they need. Taking shortcuts in some of the information they wish to convey will do them no good. It is strongly suggested to gather up their senses in creating the best cover letter.