"We do the necessary research and polish the copy until each sentence shines."
Chris Atack, Atack Associates

Would you like to read an appeal letter from:

Thoughts on writing appeal letters:

Direct marketing is often described as one of the most scientific forms of advertising. In a sense, that's true because the impact of different messages can be compared, audiences can be fine-tuned and so on.

That said, finding the right message is still an art. So is finding just the right words to convey that message. Our letter has to stand out among the clutter. It has to be read. It has to create a sense of urgency, so great that the reader reaches for her checkbook. No small task!

Writing appeal letters for organizations in the health-care area is especially demanding, because we are often writing about ill health, suffering and, yes even death. These topics have a tremendous emotional impact. They can create sympathy - or turn readers off with one insensitive phrase.

So do we tell the story from the point of view of the patient? Or from the perspective of a family member who watched a loved one suffer? Do we tell our reader about the great research we have funded, the lives we have saved - or the lives we could have saved if we knew just a little more? Hard choices.

We work with our clients to define the best conceptual approach to each letter. Then, we do the necessary research and polish the copy until each sentence shines - and until it does the job it has to: creating revenue for the organization.