Profile - The Utne Reader (1,651 words)
In the body of the letter, the Jayme prose is tweaked slightly, with the addition of a few paragraphs explaining how the Utne Reader saves you time and money and gives you practical wisdom.
Both the main letter and lift letter are the obvious stars of this package. Why? Jayme's prose makes you feel that this is a personal, one-to-one communication. According to Richard Armstrong, in a letter to Who's Mailing What! :
What makes a letter seem "personal" is not seeing your name printed dozens of times across the page, or even being battered to death with a never-ending attack of "you's." It is, rather, the sense that one gets of being in the presence of the writer...that a real person sat down and wrote you a real letter. The direct mail recipient doesn't need to be reminded that he is a real human being and that he has a real name. To the contrary, he needs to be assured that the letter he is reading comes from a human being----not a computer. And not a committee either.
This sums up why Jayme's main letter and lift letter work.
The Lift Letter
Jayme's classic lift letter has been tinkered with over the years. The original was a masterpiece. Under Eric Utne's letterhead, Jayme writes:
Utne rhymes with chutney. In Norwegian, it means far out. And "far out" is what you'll probably say when I tell you how we publish UTNE READER.
The magazine comes to you six times a year from a converted warehouse here in Minneapolis. We have an editorial staff of four. Myself. Our executive editor, Jay Walljasper. Our task-master, Lynette Lamb. Our resident generalist, Helen Cordes. And, in the best tradition of feisty little journals, our friends and relatives volunteer time to help plan the magazine.