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This link contains a lot of great info on goodwill letters with a sample letter.
another helpful thread Common Abbreviations
Think panhandling, or asking venture capitalists to invest in your cockamamie perpetual motion machine, and you get the idea.
Seriously, a lot of people get really hung up on it, but what you're doing is begging. However, don't let that dissuade you or shame you in any way--assuming you have an account for which GW is an appropriate remedy.
On one perhaps only semi-evil credit repair forum, I read a GW letter a woman had sent in which she concluded her brief GW letter with, "Can you give a sister a break?"