What Matters Most

1. Start with your reason for writing. The headline on the outer envelope is the first place to announce your purpose. Using the museum example above, it might read “Urgent: 2006 Photography Expansion Fund — Details for Members Only Inside” on the outer envelope. This headline announces the purpose and creates credibility and intrigue. The museum member is compelled to open this envelope to find out how this “members only” letter applies to her.