Quick Tip:
Make It Easy to Respond
One of the worst mistakes most direct marketers make is ignoring the requirements of the response device.
Your advertising copy is designed – or should be designed – to provoke a specific reaction by your prospect. Be sure that your response device makes it perfectly clear to him exactly what steps he then needs to take.
The silliest waste of time for a good marketer is to spend all kinds of creative time and talent (and money) on some promotional campaign only to have it thwarted by a confusing and/or complicated response device that reduces response rates.
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Published: April 22, 2002
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