Just Slightly Contrarian: This Ain't Literature You're Writing

… and if your letter isn’t easy to read and doesn’t flow quickly from thought to thought, and if she really has to concentrate to understand what you’re saying, well, you’ve wasted money for your organization.

Jerry Huntsinger is a freelance copywriter and a senior creative consultant at Craver, Mathews, Smith & Co. You can e-mail him at jerryhuntsinger@starband.net.