Writing Off the Risk

Copy that works it — and works
That said, the letter copy actually requires it look handwritten. It opens:

“Dear Mrs. Seville,

Have you been here yet?

I’m writing you today from the National September 11 Memorial that you built as a tribute to the victims and heroes of that awful day.

And as I sit on this stone bench just beyond the Memorial pools — the 'footprints’ of the towers that collapsed in a horrific scene of steel and fire — I can’t help but think about the men and women we lost … of all the devastated families left in the wake of such carnage.

But the Memorial is inspiring as well as solemn, and so my thoughts drift to the amazing first responders who ran up the melting stairwells, and the outpouring of unity, generosity, and love from Americans of all races and backgrounds during the months of recovery.

And I think of you, Mrs. Seville.

Because truly, I have never been more grateful to you than ...”

And that’s the entirety of page one — 146 words, not counting the addressing and salutation. As a copywriter, I can tell you that’s some mad skill right there, and I’m doing a one-woman wave to the writer who crafted this letter (and also every person who reviewed this copy and didn’t muck it up). It is so much more difficult to “write short” because every single word matters exponentially more than usual. Not to mention that the copy paints moving and compelling word pictures of the letter signer sitting amid the serenity of the memorial, and brings up vivid reminders of what happened that day.