Some things we all agree on. Benefits are better than features. Headlines that tap into a reader’s needs are good. Addressing the reader in the second person singular, as 'you',builds... read more →
“Annual income twenty pounds, annual expenditure nineteen pounds nineteen shillings and sixpence, result happiness. Annual income twenty pounds, annual expenditure twenty pounds ought and six, result misery.” So said Wilkins... read more →
“Reports of my death are greatly exaggerated.” As Mark Twain might have said if he were a direct mail sales letter. As every direct response copywriter will tell you, and... read more →