In the midst of this great GuideStar piece on writing fundraising letters comes a sentence that galvanized me:

• Beginning sentences with “and”- one of my favorite connectors that encourages readers to keep reading (actually “listening” because that’s the way we talk with friends).

Listening. That’s why conversational writing, be it in blog posts, speeches or direct mail, has such power. It’s the way you offer to be heard as – if not a friend – then at least as someone closer than an anonymous behind-the-scenes copywriter or marketer. And when people choose to accept that offer, they’re opening the door to a closer relationship.