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...ision is possible and logical. A fund-raising organization has this cataclys... another reason is the spillover from fund raising to commerce. A paradox! Bus...

... be asking, Huh? ' isn't a barn-burner. I enjoy being called the Creator (Oh, all right-Let there be light), but what does the assumed uniqueness of my job have to do with Let's face it'? Does this use establish rapport or damage it? 54. It's late and I'm tired, but I have to tell you this. This one is a favorite of fund raisers, and you can see why: The touch of martyrdom reaches out to the best prospects. This opening is underused by commercial mailers, many of whom feel they're taking off their pants in public. In that objection is the nucleus of why #54 can work when no other opening can grab and shake your target. If you seem to be firing blanks, that's the time to ... for action. A fund-raising letter is an archetype of It's late and I'm tired, but I have to tell you this': It's 11:30 P.M. on a Tuesday night and I'm tired. I need a shower, and I want to go to bed. But I can't sleep . . . not until I finish this letter and pray that God will fill your heart with compassion for the poor of Appalachia -as he did mine in 1957. See how the writer's agony coats the reader's attitude? Try it the next time you're mounting a commercial letter test. 55. We've chosen you . . . or . . . You have been chosen. This is the cousin of two other openings, #17 ( 'Because you are who you are, you'll get special attention ...

... this. This one is a favorite of fund raisers, and you can see why: The touc...t's the time to strip for action. A fund-raising letter is an archetype of '...