| Ivan Levison
Direct Mail, E-mail and Advertising Copywriting
Action Ideas For Better Direct Mail,
John Caples, the great direct-marketing copywriter,
He put it this way:
"If you create a good headline, your task is more
This is good advice whether you're writing or evaluating
Do you ever get stuck trying to come up with a strong
1. Begin with "Introducing" or "Announcing."
Introducing a high-performance scanner for just
Announcing a whole new way to edit color images!
2. Start with "Now."
Now the hottest PDA on the market is yours at half
Now you can try our brand new management tools
3. Start with "At last" or "Finally."
At last! A network security solution with all the
Finally, a proven way to boost Web seminar attendance!
4. Start with "How to."
How to back up your PC in half the time.
5. Start with "Why."
Why you should call for a free Virus Alert Report.
Why we're offering a no-hassle three-year warranty
6. Start with "Which."
Which flat panel display is really the best buy?
Which of these back-up services can you trust with
7. Start with "This."
This tiny chip can double the performance of your
This half-price upgrade is for DataKeep customers
8. Ask a question.
Are you making these five data-storage mistakes?
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