The 11 cardinal rules of copywriting (and how to break them). (excerpts from 441 Tips, Trend, Guidelines and Rulebreakers for Direct Mail and Telephone Fundraisers) (Direct Mail)

In direct-mail fund raising it pays to follow the rules of copywriting. However, there are exceptions. (This article was excerpted from a forthcoming book, tentatively titled 441 Tips, Trends, Guidelines and Rulebreakers for Direct Mail and Telephone Fundraisers, to be published in March 1993 by

Publication: Fund Raising Management

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