This down-to-earth approach levels the playing field.
It telegraphs to the customer, “See, the CEO isn’t some cold and remote figurehead interested in profit only. He cares about us.” Jeff Bezos of Amazon is a superb example: Notice this letter is conversational as well as plain: it’s a simple statement of the facts and benefits between two people: Jeff and you.
It’s a straightforward approach that tries to identify with the reader: Keep in mind that you don’t have to be a polished copywriter to create effective conversational copy.
Often the sheer passion for what you’re trying to promote breathes off the page.
When selling a car, you might point out the endless repairs that need to be done — thin brake pads, leaky transmission, busted sway bar, and inoperable dashboard — before you introduce the leather seats, Monsoon stereo system, sun roof, brand-new tires and supercharged engine.