In a direct mail package, the cover letter acts as the anchor—even if it now often weighs less in word count than it did five or 10 years ago. Despite its increasing brevity, some of the same old copywriting mistakes that kill response are still being made. Here are four ways to help you avoid those pitfalls, as disclosed by copywriting veteran Malcolm Decker to writer Nicole Skodzinski in a November 2004 Inside Direct Mail article entitled, “How to Be Sweet as Honeysuckle, Tough as an Auger.” #1: Engage, Immediately Just like the screenwriter who has about two sentences to sell his pitch, you’ve
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