Simple and straight forward does the direct-marketing trick for this 100-year-old organization for the visually impaired.

By Margaret Guellich

Continuing the challenge
Lighthouse International continues the message in the very first sentence of the letter by explaining what the teaser is all about and then, in the next few sentences, reveals exactly what the problem is in easy-to-understand terms. The sentences are short and to the point. The prospect can identify with “millions of Americans” because the teaser line (which is duplicated on the letter) paints a clear picture: “They see distorted letters. Unrecognizable shapes. A blur.”