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Response Down?

February 2006 By Denny Hatch

George Duncan

Always include in ads—and press releases—an offer other than “more information.” Items you offer through space or mail should be of intrinsic value, tangible and care-fully targeted to the status of the recipient.

Bill Christensen

Create substance where there once was none. Instead of asking the prospect to send for more free information … (no substance, too vague) I’ll have him “send for information packet No. 17.” (The word “packet” automatically denotes tangible substance … and adding “No. 17” implies the existence of an established … information bureau.)

Maxwell Sackheim

Give the reader a chance to make a deal with you—not tomorrow or next week, but right away.

Claude Hopkins

“The right offer should be so attractive that only a lunatic would say ‘no.’”

Axel Andersson

If you want to dramatically increase your results, dramatically improve your offer.

Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at dennyhatch@aol.com.
 

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A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



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