Make sure these four factors are always on your mind

January 9, 2012 | By | 3 Replies More

Legend has it that direct marketing giants Bill Bonner and Mark Ford sat down to analyse all the direct mail promotions they’d written, all those that had worked and all those that had flopped.

They considered what fundamental factors the successes shared. They identified what was missing from the failures. And then they put it all together.

Four elements revealed themselves.

Years later, some people dismiss those four factors… they think they’re old-hat… or cliche in some way. I can see why. But I reminded myself recently of how effective they can be when it comes to making your headlines stronger.

As a copywriter, it’s quite simply essential that you always have these four factors in the back of your mind.

In this new video I’ve recorded, I explain why…

If you enjoy the video and find it useful, be sure to leave a comment below.



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Category: Technicals

About the Author ()

Glenn Fisher is a professional copywriter, founder of and author of Write Better Copy. He is an expert in long copy sales letters, having written copy that has so far generated more than £10 million in revenue. Born in Grimsby, he now lives in London.

Comments (3)

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  1. Dave66 says:

    Thanks for the great vid glenn. reall interesting stuff. gonna use the four u idea on my next package.

  2. OgilvyOne says:

    Good video. Very interesting take on things. Nice site all round.

  3. David says:

    Great video Glenn! Thanks for posting it!

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