DM Diagnosis: Details, Details, Details
They make all the difference in this Boys Town appeal.
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Just the right words and little extras
The letter is fabulous. While I’m not crazy about the font and the untabbed paragraphs because I believe they detract from readability, the copy itself is warm, conversational and, at moments, ovation-worthy. The majority of Page 1 tells Paul’s story — how he’d been living on the streets in South Central Los Angeles but this Christmas he’ll be surrounded by his “new family” at Boys Town.
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Kimberly Seville
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