It seems counter-intuitive, but it's true! Avoid short copy. It kills response! That’s right! Long copy usually produces better responses. But I do believe something in the copy must be short. In fact, many direct response copywriters make a vital [...]
The Test: This week, let’s look at two pay-per-click ad headlines from the book 46 Ways to Raise Prices. Headline A read: “The easiest price increases you’ll ever make or your money back.” Headline B read: “The secrets of making [...]
Consumer markets and B2B marketers use a little-known direct response tactic called a bookalog. This tool creates sales. It creates leads. It’s been used many times as a control by marketers. A bookalog establishes you as the #1 authority in [...]
Marketing to the Wealthy: Taking a Mature Product and Supercharging Response and Profitability I am one of the few specialists in this field who has worked on more than 400 campaigns to this group. What have I learned? Let me [...]
Marketers can and should test every individual campaign to see where they can improve customer response and learn important information for the future. By testing one variable (such as teaser copy, price, offer, or format) you can see what makes [...]
