"From now on, every ad you run, every flyer you distribute, every postcard or letter you mail, every web site you put up, every/anything you do MUST adhere to these rules. To be fair, they are simplistic and dogmatic, and there are reasons to violate them in certain situations. But for now, sticking to them as a rigid diet will work. You can experiment later, after you've first cleansed your business of toxins.
Rule 1. There Will Always Be an Offer or Offer(s)
Rule 2. There Will Be a Reason to Respond Right Now
Rule 3. There Will Be Clear Instructions on How to Respond
Rule 4. There Will Be Tracking and Measurement
Rule 5. Whatever Brand Building Occurs Will Be a Happy By-Product, Not Bought
Rule 6. There Will Be Follow-Up
Rule 7. There Will Be Strong Sales Copy, Not Vague Hyperbole
Rule 8. In General, It Will Look Like "Mail-Order Advertising"
Rule 9. Results Rule, Period.
Rule 10. You Will Be a Tough-Minded Disciplinarian and Keep Your Business on a Strict DIRECT Marketing Diet for at Least Six Months.
