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I think you're right! Copy is overrated...
The book I was thinking about was "Direct Marketing Success: What Works and Why" by Freeman F. Gosden, Jr...
In that book, he talks about the "40-40-20 Rule"...
To summarize, this "rule" says the success or failure of your direct marketing is due to...
40% - The Audience (i.e. the list)
40% - Who you are, your product or service, the offer
20% - Creative, format, postal
Among Richard Benson's 31 Secrets of Successful Direct Mail are...
"23. Lists are the most important ingredient to the success of a promotional
"24. The offer is the second most important ingredient of direct mail."
However, Denny Hatch apparently estimates 40-40-20 is wrong, and that it's more...
"70% offer, 10% list, 20% creative for internet direct marketing..."
Then there's Axel Andersson's saying,
“If you want to dramatically increase your response, dramatically improve your offer.” – Axel Andersson
(Axel Andersson is a direct response marketer who's been cited often by Denny Hatch, and who provided 6 out of the 7 "Emotional Hot Buttons" Denny Hatch has written about...)
So - I think you're right!
Copy is overrated...
Yet is still important!
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