In all forms of expression, summarizing is lethal. But that’s what many copywriters do. At the end of a sales letter, they methodically recount all the important points they just made. What happens is that the energy of the copy is dissipated, the blood drained off.
A much better approach is to take a single strong element of the sales argument and present it in detail. This has a much greater emotional impact on the reader. And it often conveys some of the rest of the whole — even without talking about it.
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“Today’s Gloom or Doom article was timely. I’m in the interior design business, and getting ready to send out a mailer to a small neighborhood where I already have some clients. While I think the copy for it is good, I’ll do some modifying based on your article.
“Thanks so much!”
Dianne Clay
San Antonio, TX
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