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

Furthermore, another common characteristic of successful control packages is that they are written in an “oral style.” By that I mean, the copy flows just like you were talking. Or are talking. (See how you can get hung up on grammar?)

Even worse, another common characteristic of successful fundraising letters is that they use precisely the same techniques as commercial direct response marketing — commonly and, oft times, unfortunately called “junk mail.”