One major problem with most “image” advertising is that when prospects are done looking at it, they are not sure what to do with their new-found knowledge.

The reason is, the copywriter did not tell them what to do. The ads are missing what direct response copywriters know as a “call to action.”

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You may be interested to know that if you are using more direct response in your marketing, you are not alone. According to the marketing research firm The Winterberry Group, there has been a shift in marketing expenditures toward more direct response.

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In direct response you want your copy to move your prospect right along. The "Bucket Brigade" are transitional words and phrases used to keep your prospect reading and moving easily through your piece.

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People love seeing their own name, and when you incorporate it into your copy, response rates go up.

If you aren't currently using personalization in your direct mail

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Your prospects are not looking or waiting to read your marketing material. Therefore, if you want their business, your copy needs to speak to their interests and their needs.

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