Advertisers sabotage themselves in countless ways.
But of all the ways to go wrong, this one is the CAPITAL crime of direct response advertising.
And, while it’s a crime of omission, it murders sales (and growth) like no other.
What is it?
Direct response is a game of constant measuring… and observing cause and effect.
Take an action, see what happens… tinker with a break-even headline and perhaps, turn it into a winner… change up an offer and see what effect it has on response rates. [Read more…]