One of the most powerful tools in your copy arsenal is a testimonial. People may scoff at them… they may pretend they don’t read them… but test results show prospects respond to testimonials. The fact is, people trust what others [...]
In our past issues I have discussed how your return address can help or hurt your response. Many prospects will not even open your direct mail envelope if the return address gives them a clue regarding what you are going [...]
Beware of a common response vampire: the use of warm-up copy in your opening paragraphs. Nothing kills leads and sales faster. You find this in direct mail, email, landing pages, TV and radio commercials, and more. Warm-up copy is [...]
Any product or service has weaknesses that prospects are concerned about. A major online and offline direct marketing copy technique is addressing these negatives...but not by glossing over them. Instead, much can be gained by confronting them and turning [...]
Company presidents and marketing directors often make a costly blunder. Instead of looking at the cost per lead and the cost per sale, they look at what the overall marketing costs are. This can be said in regards to the [...]
