Bill Harris

By Donna Baier Stein The "willing suspension of disbelief," a phrase first coined by Romantic poet Samuel Taylor Coleridge, is a state of mind that, more than two centuries later, must be engendered in every reader or scanner of our direct mail copy. Note that Coleridge didn't say readers have to believe. They simply have to lay aside their skepticism temporarily. It's during that "suspension of disbelief" that the copywriter gets to convince the reader that the product, service or cause being sold is real ... that the benefits it offers are valuable ... and that responding positively to the

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