Anatomy of a Control: Keep It Simple

When a direct mail piece arrives, you know intellectually that it’s a mass communication. But these underlines warm it up, making it appear that a human hand had actually touched it.

The letter is a series of short paragraphs — none longer than seven lines. The only page that ends with a period is the last page. Each of the first three pages ends in a broken sentence with a note that says either “over, please” or “next page, please.” This keeps the eye moving. Here are a few excerpts from the letter and the hot buttons they hit.

• Without firing a shot, we may kill one-fifth of all species of life on this planet in the next 30 years. [ANGER]

• Why should we care about the fate of these forests thousands of miles away? Because ... these tropical forests are also ... the sole source of lifesaving medicines like quinine, man’s most potent weapon against malaria. [FEAR]

• We have a plan for survival. But we need your help to make it succeed. [SALVATION]

• If you simply wonder to yourself “Why bother?” or ask “Who needs nature anyway?” I can tell you that every one of us needs nature. For food, health, scientific innovation. For the prevention of floods, droughts, epidemics, and other natural disasters. And of course, we need wild places, animals, and plants for recreating, renewal and inspiration. [GUILT]

So where is the [GREED]? Elsewhere is an offer for a World Wildlife Fund umbrella in return for a donation of $15 or more.