Direct-Mail Letters: A Computerized Linkage between Style and Success.

Roy, Sandra; Roy, Emil

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Peer reviewed

ERIC Number: EJ440953

Record Type: Journal

Publication Date: 1992

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-1050-6519

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Direct-Mail Letters: A Computerized Linkage between Style and Success.

Roy, Sandra; Roy, Emil

Journal of Business and Technical Communication, v6 n2 p224-34 Apr 1992

Uses a computerized style checker to analyze 14 direct-mail letters used to market books to a middle-class female audience. Outlines methods for correlating stylistic traits with sales success. Finds that letter effectiveness is enhanced by lowering readability levels, as well as by limiting the use of negative words and modifiers. (PRA)

Descriptors: Advertising, Audience Awareness, Communication Research, Higher Education, Language Usage, Marketing, Readability, Writing Research

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

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Author Affiliations: N/A