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The Use and Abuse of Questions in Copywriting
Questions are frequently abused as a copywriting technique. They are often used too quickly, too frequently and without thought of the reader’s needs. You’ll improve your copywriting if you avoid questions more often than you use them. Here’s why: The Fallacy of EngagementQuestions are an engagement device. That is, they slow a reader down and …
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What Response Rate Should You Expect from Your Direct Mail?
Marketers often ask what type of response rates they should expect from their direct mail efforts. The answer is actually quite simple: it depends. Response rates from one half of one percent (0.5%) to two percent are often mentioned within the industry. But in reality, direct mail response rates are highly variable. In my experience, …
