Article: Your Direct Mail Donors Should Be Arrested (By Your Letter Opening)
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Your Direct Mail Donors Should Be Arrested (By Your Letter Opening)
The first time I was shelled by enemy artillery, I learned a vital lesson that applies to the success of your fundraising letters.
I was lying in a slit trench on Mount Wall, about 35 kilometres west of the town of Stanley, in the Falkland Islands. The year was 1982, the Falklands War. The Argentines were lobbing 105mm Pack Howitzer shells around my position, trying to dislodge my Royal Marines Commando troop.
But their fire was ineffective.
You see, the soil in the Falkland Islands consists largely of peat bogs. The soil is dense and wet and soft underfoot. That means the enemy?s artillery rounds penetrated the soil before detonating, sending most of their force and shrapnel upwards rather than horizontally, in my direction.
When...
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