Many direct mail letters seem to be written to Bill Bixby as the Hulk -- people who have two personalities. Here's why.
Many direct mail letters seem to be written to Bill Bixby as the Hulk -- people who have two personalities. These letters begin with something like: "Dear Marketing Professionals" or "Dear Gaming Enthusiasts." And too many fund raising letters begin with: "Dear Friends." The problem here is these letters are addressing their audience in plural, when in fact their reader is only one person. Yes, there may be 10,000 people on the mailing list. But when your letter arrives in your prospects' mail box, only one person reads it -- unless your reader has a split personality or if someone else has the unlikely habit of reading over his or her shoulder.
Remember, you're always writing to one person ("Dear Marketing Professional," "Dear Gaming Enthusiast," "Dear Friend") . Reading is a very personal activity, and your sales or fund raising letter must take advantage of that.
Many direct mail letters seem to be written to Bill Bixby as the Hulk -- people who have two personalities. These letters begin with something like: "Dear Marketing Professionals" or "Dear Gaming Enthusiasts." And too many fund raising letters begin with: "Dear Friends." The problem here is these letters are addressing their audience in plural, when in fact their reader is only one person. Yes, there may be 10,000 people on the mailing list. But when your letter arrives in your prospects' mail box, only one person reads it -- unless your reader has a split personality or if someone else has the unlikely habit of reading over his or her shoulder.
Remember, you're always writing to one person ("Dear Marketing Professional," "Dear Gaming Enthusiast," "Dear Friend") . Reading is a very personal activity, and your sales or fund raising letter must take advantage of that.
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