When you sit down to write your direct response copy, it's poison to think of writing to just any group of people. You shouldn't write to a group or a company, you should only write to an "individual."
How do you write to the individual? In the business-to-business world, consider what is their position in the company? What is their income? What about their family life, their work life? Their hobbies? What are the pressures and stresses they feel at work? Are they male or female? How old are they? How long have they been on the job? You need to speak directly to them.
If your prospect is a consumer, the technique is very similar. You need to know the demographics and the psycho-graphics. You need to know their fears and emotions, their age, their gender, and all the different things that make up this individual so you can set the tone and have a one-on-one conversation with that prospect.
Great copy is written to one person. Visualize who that person is. Write one-on-one, person-to-person, heart-to-heart.
Need copy help? Please contact me at 310-212-5727 or at inquire@cdmginc.com.