‘Common Logic’ Is Not Always Logical

A prospect package that I wrote for one client included only six paragraphs, and it was the control for more than seven years. Another long-term control for another client was six pages long and worked for more than six years. One of the long-term prospect control packages for the American Cancer Society includes no letter. I have developed very long and complex packages for some major-donor solicitations, and then developed very short, urgent messages for the same audiences the next month.