The Watergate Guide to Straight Talk
So how come you end up seeing so little of it in actual direct-mail letters?
Despite the common knowledge that direct mail is a conversation, it seems like way too many actual appeals sound like a lawyer writing to a banker.
I pulled a few random phrases from a couple of letters in my swipe file. See if you don’t think this kind of language is pretty typical:
- Companies:
- Huntsinger & Jeffer Inc.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
