One of the things that distinguishes a winning campaign from a mediocre one is the amount of details that are put into the copy.

This includes the direct marketing package, email series, ads, website and more.

Specific are key to success…and a high response.


Get to the point with specifics

Generalities result in anemic copy. And the bottom line is, specifics sell, generalities do not.

Never say, “Our research and development costs are approximately a million dollars.” Instead say, “Our research and development costs were $992,422,00.”

You should use specifics in percentages. Don’t say, “80% of the users increased their productivity.” Instead say, “83% of the users increased their productivity.”

It is also important that you do this with awards and recognitions you may have received.

For example, don’t say, “We have an award-winning company.” Instead say, “We have won the 2014 Human Resources of the Year Award.”


Use time and space wisely

Strategically incorporate specific details into your campaign. Never make a claim without backing it up with details. Never have blocks of paragraphs anyone could write without doing the research and knowing the market audience and product or service.

If you need help creating direct response copy for your next direct response campaign, give me a call at (310) 212-5727 or email Caleb at


Here are the rest of this week’s articles: