Years ago, I was at a marketing seminar and some speaker I have never heard of grabbed the microphone and talked about getting noticed. She had some great insights on making a business memorable. As she went down her checklist of things we need to do to win, I saw how it related to all types of advertising. I have since implemented those ideas as what I call "The Rule of the Nine." Today all of the direct mail copywriting success I have is because of this checklist.