When it's a dozen words or less.

No matter what the message … good news or bad news, acceptance or rejection, a reminder or a cancellation. A dozen words are just too small a number of words to be handled in such a standoffish manner. So try hand-writing it. Yes, handwriting.

Yes, you'll have to make a photocopy instead of just saving it on your computer. But think of the effect on the recipient. Receptivity to such a personal message leaps!

The shorter the message, the more you risk appearing uninvolved. So the next time your message is a single sentence, try printing it out. Then handwrite it. Unless your handwriting is totally unintelligible, you'll see the difference yourself.

Herschell Gordon Lewis writes direct response copy in Fort Lauderdale, Florida, for clients worldwide. A former academician, his 29th published book is entitled "Open Me Now." His web site is www.herschellgordonlewis.com.