NeilMattingley.com

Last week, I watched a documentary called the Secrets of the Great Plague. Even though I didn’t quite see the start of the programme, it really sucked me in… Especially the part when the narrator posed a question: “Why did the Great Plague of the 1660s kill one third of the population of London, but [...]

Q. Why have a headline in a sales letter? A. To get the prospect to read the 1st sentence. Q. Why have a 1st sentence? A. To get the prospect to read the 2nd sentence. Q. Why have a 2nd sentence? A. That’s right folks. To get them to read the 3rd sentence… And so [...]

I always remember Ted Nicholas, a legend in direct marketing, saying that you should use quotation marks in your headlines. A strong believer in testing the various components of a sales letter, Nicholas found that the use of quotation marks, consistently resulted in a significant increase in response. Just for fun, I wondered how prevalent [...]