2. Don't mess with something if it's working. If an ad or a mail package has been submitted, don't nitpick it apart. The question is: Do you think it will sell, drive response or accomplish whatever it's supposed to do? If you think it's a "go," then fix only real mistakes.
3. Leave some of the creator's "person-ality" in the work. The wonderful tone of many direct mail letters is a result of the writer's personality coming through. His or her job is to get inside the reader's head—not yours.
Alicia Orr Suman is executive editor of Target Marketing. Reach her at firstname.lastname@example.org.