Robert Collier Copywriting Course: Second Edition

WHAT is there about some letters that makes them so much more effective than others? A letter may have perfect diction, a finished style; it may bristle with attention-getters and interest-arousers; it may follow every known rule; yet when it reaches the Hall of Judgment where the reader sits and decides its fate, it may find itself cast into the hell of wastebasket-dom... People will give, when y...