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... message-recipient. So whenever possible, replace words such as receive' with harder verbs. . . which are more jarring to the reader. 79. You want it. We have it. How assumptive and straightforward can you get? The effectiveness of this opening depends on the validity of the list. The advantage You want it. We have it' has over #66 ( 'We can do it where others can't') is its total reader involvement. That's the key to its potency. . . and to its incredible ability to annoy if you're off-target. This is the stuff heavy response, coupled with heavy white mail, is made of. A subscription letter for an adult publication begins: YOU WANT IT, WE'VE GOT IT! Dear Reader, The word is out! Gallery Magazine is not a secret anymore, and you should know what almost 4 million yearly readers have known for 20 years. Gallery is the hottest men's magazine available anywhere. I know, there are hundreds of magazines out there making the same claim, but only Gallery delivers, with every issue, 13 times a year. Yes, it's mildly incoherent. If 4 million readers have known about this for 20 years, it can't be much of a secret. (Is it number juggling? The 4 million yearly readers' might be a 13-issue total, which means just 307,692 readers per issue.) This writer placed the opening above the greeting. It certainly is strong enough to justify that position. If it had been under the greeting, I'd have retained the capital letters ...

...ecifies two means of escape from galleries (bin decks); requires only one way ...