How do you write a winning direct mail appeal?

Why, you go to direct mail camp!

Spread out a bunch of terrific books to get you thinking. Draw tight your archive of Mal Warwick's whoa-so-helpful newsletters (think Aladdin's lamp). Have at hand your favorite liquids (before 6 p.m., coffee and water).

And take notes of all the smart ideas that sizzle up. Later you'll whittle that muscular herd down to just one winning horse. (Metaphors that make sense cost extra.) But right now? Have a brain-for-all. (The yoga mat? That's just a chin rest [and a once-a-week commitment to Simone]. I like to read on the floor.)