On the whole, direct mail letters have become shorter as the years pass and audiences favor information they can absorb quickly. While graphics have taken on more prominence in direct mail, copy is still the main tool marketers use to impart product features and benefits, as well as to close the sale. Letter leads are just as critical to the success of a direct mail package today as they ever have been. To ensure your opening sales pitch is in top form, consider the following suggestions from three top copywriters: * Cut out any extraneous words and phrases, and make sure you use short, action
Kevin Van Groesbeck
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