It’s a known fact that superlatives are counterproductive to your direct marketing campaign.
It’s a known fact that superlatives are counterproductive to your direct marketing campaign.
Clear, concise and compelling words, sentences and paragraphs are the basic building blocks behind effective direct marketing.
Choose your words based on facts, not hype
For example, when creating copy for the outside of an envelope, don’t say, “Our product is the best in the industry.”
Instead say, “Studies have shown our product outperformed our nearest competitor by 25%.”
Raving about your product is a must. But hyping it up without the facts will damage your response, and more important, you will lose the trust of your prospect.
Back it up
You should never make a claim without backing it up. Too much hype with the use of superlatives will take away from the believability of the product or service.
If you need help creating direct response copy for your next direct response campaign, please contact me at 310-212-5727 or at inquire@cdmginc.com. Also, let me know what you think of this article; was it helpful? Would you like to see more information about this topic?