Engage Conference Spotlight: The Watergate Guide to Straight Talk

"Today, writing the way people speak is a pretty well established principle in direct marketing. All the gurus recommend it. Everybody understands that it works.

"So how come you end up seeing so little of it in actual direct-mail letters?

"Despite the common knowledge that direct mail is a conversation, it seems like way too many actual appeals sound like a lawyer writing to a banker."