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The astronomical cost of tv makes testing a very costly indeed. Is it surprising - but relevant?Great of any kind surprises people. ' That's precisely what this letter's doing. I have seen a photograph lift response by 50% when replacing an illustration in an advertisement for washing machines.

The exploit selling schedule is effortless and simple, with inventory management totality in place. Also from the test results - and common sense. You know it's not , but disbelief is suspended. Ask for help; this gives a pleasant feeling of powerthis works particularly well when you are trying get people fill in questionnaires.

What is tone?In the , you will often see a client look at a letter and say: 'I don't like the tone'. Bad clients play the second-guessing game. Certainly the word 'you' should occur at least two three times as often as any reference 'i' or 'we'. Be honest and straightforward - and get the point.