February 25, 2008
Marketing PR
How to write direct response copy
If you have ever attempted to write direct response copy you know that it can be quicksand. By that I mean it looks harmless enough when you step in it but, after a good deal of flailing around, most of its victims sink out of sight. If you don't do it regularly, if you aren't willing to learn the complexities of direct response, it is dangerous territory. Richard Riccelli makes it look easy. The project I point to is a reminder of the extent you need to understand a client's product, service, or idea to market it effectively.
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