Anatomy of a Control: Sierra Club Packs It In
Century-old environmental organization sweetens its DM pot with an impressive mix of freebies and other extras.
The Sierra Club letter is four pages — two nested pages printed front and back in a Times-like font — and leads with a three-line paragraph that contains three of the eight key emotional hot buttons that cause people to act: “I am writing to ask for your immediate help. The Bush Administration has proposed a plan that threatens one of our greatest national treasures … the Giant Sequoia National Monument.
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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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