is an institution. You should be businesslike and courteous, but never stiff and impersonal. The more your letter sounds like you, the more it will stand apart from the letters of your competitors. But don’t try to dazzle your reader with your sparkling personality. You wouldn’t show off in an interview, so why show off in a letter? If you make each sentence sound the way you would say it across a desk, there will be plenty of personality in your letter. This is the first advertisement I wrote as the head of my own agency – at the age of 39. Click here for hi-res image and text.