The Look of a LetterBy: Ilise Benun
Once a week, usually on a Sunday evening, I actually sit down and read the week's mail. That's the only time I have to focus my attention on it - and I'm one of the more conscientious ones. I've seen enough offices with piles of unopened mail to know that I'm not the norm.
So keeping in mind that most people don't ever read much of their mail, know that in order to get your message across, you need to focus as much on the graphics of your letter as on the content. For example, if a letter isn't skimmable, if the paragraphs are too thick, the copy too dense, no matter what it says, it may not be read. In fact, you could be giving away money, and it wouldn't matter.
Veteran copywriter Don Hauptman offers these suggestions:
© Copyright 2000, Ilise Benun
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