Anatomy of a Control: Keep It Simple
World Wildlife Fund forgoes the glitz, but the results still shine.
The letter
Late direct marketing guru Dick Benson said, “A letter should look like a letter.” And this WWF emergency appeal does, indeed, look like a letter — printed in typewriter type with a handwritten headline in red at the top of Page 1 and red underlines that look like they were hand scrawled.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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