He offers a great real-life example of typical copy from a fundraising letter he received. He then points out:
No mentally healthy person would speak those sentences.
Scary isn't it? If people give to people, why do we make our fundraising letters so boring?
And I love that he reminds us that "there's nothing forcing you to write that way"!
Read his entire post, and many others like them, at his blog: http://www.donorpowerblog.com/