Did you ever notice...
The most successful direct response campaigns have something in common —
I was first introduced to this idea while on a call with the great Herschell Gordon Lewis. During the discussion, he simply said — “…specifics sell.”
And the beauty of this concept is that it applies to direct mail... email... display ads... websites... landing pages... etc.
Be personal. Be relevant. Be specific.
If you write in generalities, if you write in broad strokes, if you pen mere platitudes, your copy will not only