Even great writers don’t necessarily write great copy.

More than perfect prose or even perfect grammar, direct response copy will convince a prospect to respond to your offer.

Direct response marketing is persuasive word engineering that relies on a set of foundational rules.

Break the rules and bad things happen.

Here is just one rule – almost counterintuitive – for direct response copy that I use for a successful marketing campaign to the investor.

Rule #1: Keep the first sentence short.

Your reader will form an instant impression of your offer by reading the first sentence. If it’s short and easy to read, chances are better that s/he will read on. But, if it’s snow, long, or too complex, the reader might abandon it.

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