Speak Personally …

The fatal flaw of writing impassively or impersonally shows up more dramatically in direct mail than in catalog. With your catalog, you at least have photos to support the sell, even if the copy is mundane. A direct mail letter has no such camouflage. It’s out there by itself, and when it’s bad (which is more frequent these days, particularly with credit card mailings), the package bombs. There’s just no saving it.