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SECTION X
THE LIGHT TOUCH
Direct mail isn't all work; sometimes it can be fun, too — for both recipients and writers.
One caution: writing letters with a touch of humor is extremely difficult. What may seem funny
to you can easily draw yawns from an audience. It takes very special writing talent to make such
letters entertaining and result-producing.
Here are two series of letters with a lighter touch which, if space had permitted, would have been
included in Section III as "classics."
S. ROSE, INC. "S. MOUSE" LETTERS
No collection of classic direct mail letters would be complete without some of the "s. mouse" letters
created 30 years ago by Robert Silverman, Cleveland's highly creative direct marketing service,
for S. Rose, Inc., a local office equipment dealer.
www.greatestsalesletters.com - 415 -