Short copy kills response.

That’s right, long copy usually produces better response. But I do believe something in the copy should be short.

In fact, many direct response copywriters make a vital blunder in starting copy on a direct mail letter, email, ad or website with a long first sentence.

Here is a direct response copy rule that can increase your response: Keep the first sentence and paragraph of your copy short.

Remember, your reader will form an instant impression of your letter by reading the first sentence, so keep it concise.

A short, impactful opening makes the copy more inviting and easier to read. Psychologically, it helps with connecting to your prospect. It becomes less intimidating and more inviting.

Check your marketing copy now. Do you need to shorten it?

If you’re interested in learning how to strengthen your copy to increase sales, give me a call at (310)212-5727 or email Caleb at



Here are the rest of this week’s articles: