Fascinating insights, Dien. Thanks for sharing.

Yes, a copy writer is always told to 'write a letter to a friend or someone you know' to make it friendly and cut out biz-jargon but this is one of the best 'show how it's done' posts on the topic I've seen. You can bet that I'll be cruising the site mentioned to see what else I can glean from it.

I think 'The Kipplinger Letters' used this same principle to good advantage also. My bosses many years ago used to pass them along to me to read and return. I recall that they had a certain 'personalized' business style to them back then.

Sandi Bowman