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On a number of occasions simply changing the color of an envelope has dramatically improved responses. One of our clients finds that his left-hand-page ads tend do badly. Certainly less personal than a letter. It might even have invested in some traditional ads.

Everything we know about individuals shows that companies that offer high incentives get better performance from their staff. The best writing is me you. In the opening of this letter 'you' is used in the heading and the rest is all 'i' - essential for this approach. When you have a clear view about the , then you can explain it your clients and your co-workers.

I have noticed over the years, nine areas where things go wrong most. Don't say: I will send you lots of lovely knitting ideas for an incredibly low price. We offered pay the extra vat for the customer if the order came in within 30 days, with full cash payment.

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The same sort of clients like sit in godlike judgment on the , reviewing their puny efforts. Your title tag will be optimized for a top 10 listing of your URL in the DEMOS open directory. Nobody is more susceptible praise and interest than an insecure art director or copywriter. In all these cases you have adapt.

The first consisted of a carrier pigeon which was delivered wealthy executives - millionaires and like - with a suggestion that if they wished try the jet out, they simply had free the bird.

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