There are so many metrics surrounding direct marketing. So many facts, figures, test results and other sundry measurements.
It’s tempting to think the only thing that matters with direct marketing copy is to get the tried and tested elements in place.
If that were the case, you would be able to buy DM copywriting software.
You would just enter a few lines of information about your product – price, offer and audience – and the software would draw on a database of thousands of previous, proven DM letters and ads. Press Enter and you would have near-perfect copy delivered to your screen in the blink of an eye.
Sounds cool, eh?
The trouble is, the ‘metrics’ approach to direct response writing