Years ago, a friend of mine… who built up a $200 million travel club business from scratch… told me his entire philosophy of direct response marketing could be reduced to just two magic words:
The Offer.
He told me he had tested every variable imaginable both online and offline – lists, headline, body copy, colors, text sizes, formats, you name it. But when push came to shove, he said, nothing — absolutely NOTHING — produced sales like an irresistible, no-brainer, “you’d have to be crazy not to accept it” offer.
