Hook Them With Your Copy
One of the most eye-opening things I’ve learned during my 25-year career of writing direct mail copy is that people don’t read every word I write—even those who truly are interested in what I’m selling. And they certainly don’t read it from start to finish.
Instead, most people scan copy, looking for reasons either to keep reading … or toss it. Even those who ultimately respond spend less than three or four minutes reading the copy it took you (or your writer) days or weeks to create.
This
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