I'm pleased to report that good copy still matters.

For one client, we had done about all we could think of with the database and the offers, and with good results. The copy was already strong, but we wanted to see if we could make it work harder. So, we made the headlines more intriguing. We gave the body copy more personal appeal, capitalizing on people's aversion to missing out.

Sales went up.

Technological wizardy matters. But technology's ultimate goal is to drive people to a selling proposition. Copy necessarily drives that proposition. Always give it your best.

Steve Cuno
 


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