On the receiving end, I’m more likely to purchase something that grabs my attention on a postcard than a direct-mail letter. Most of these letters run four pages when they could run two paragraphs. Say what you want, either I’ll say yes or no, stop with the testimonials from people I don’t care about and all the exclamation points.

It’s like pitching a screenplay or a book — if you can’t say it in a pithy logline, you don’t know the material well enough to send it out.