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

By Margaret Guellich

The testimony — even though undoubtedly compiled from the remarks of several clients — adds to the credibility of Lighthouse. Never once does the copy say a client has gotten his sight back, but rather that people have gained control of their lives. That fact is believable and is restated in the middle of Page 2: “At the core of our mission is a very simple belief … “