The Letter

In direct mail, what are the three essential questions you simply must respond to?

Ask yourself i) why am I sending this letter, ii) what precisely do I need money for right now, iii) what am I going to do with it when I get it?

This may sound elemental, but these questions still need to be answered. Think about it.

When was the last time you received a personal letter? When was the last time a friend wrote you?

When was the last time you received a letter with news, observations, thoughts, stories, descriptions, or just plain gossip? And when did you write such a letter?

How about a letter which moved and stirred your emotions, or perhaps even angered you? A letter you wanted to read from beginning to end, written from someone it appears specifically to you. You don’t see these letters anymore.

That’s what you should be thinking about. Making your letters more compelling— more fun to read. Intriguing.