Most of what we consume as information about our world, society, events, and brands is “second-hand” reality — let alone in marketing.
The order form is the place where the reader actually signs on the dotted line and makes a commitment.
Questions are not only a powerful conversational tool, but also an essential part of any direct marketing program.
Next to "Why can't we use postcards?" the most frequent question I get from relative newcomers to direct marketing is "Why is the copy so long?"