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I think you're right! Copy is overrated...
Quote:
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 mailing. "24. The offer is the second most important ingredient of direct mail." http://www.nmoa.org/articles/dmnews/...sonsecrets.htm 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..." https://donnie-bryant.com/blog/chang...esponse-offer/ 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! Best wishes, Dien
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