Boron - Chapter 19

If you use pictures they should be, as a general rule, of an
upbeat nature. Do you remember that ad with the before and
after pictures of Christi Dean? You know, almost everybody
liked the look of that ad because the "after" picture of
Christi Dean was so uplifting.

By the way, before I forget one little-known fact that is
kind of interesting is that women like to see pictures of
women in ads and men like to see pictures of men.

I forget why. I just remember that surveys show this to be
true.

Oh, here's something else. That writer that I told you about
who wrote for Printer's Ink? Anyway, his pen name was Old
Aesop Glimm.

Incidentally, when it comes to direct mail, there are a
number of things you can do to make your package more likely
to give the reader a lift. First of all, you should use good
crisp white paper, both for the pages of the letters and the
envelopes you are mailing.

If you are using label addressing (and later we will discuss
when you should or not) you should use a tight white label
on a matching envelope.

If you are using stamps (and if you follow my advice, you
almost always will) you should, whenever practical, use
large colorful commemoratives.

Your letterhead should be dignified and non-distracting.
Your type face should be a serif face and you should make
sure your original letter (the one you are going to use for
camera ready art) should be typed with a carbon ribbon.