Around here, on Planet Dan, we say “Copy Is King”…and we focus on the Message (and on Message To Market Match). But, as the highest paid professional, freelance direct-response copywriter working today, I can afford to tell you…and do tell you….things other copywriters will not. While it must be on target, copy gets credit for only 20% to 25% of a successful direct-mail piece/campaign, ad, web site, etc.

Another critical element is the ‘who’ reading the copy. In direct-mail, this makes careful, thorough, precision list selection and segmentation critical; in online marketing, it has to do with where traffic is being obtained from.

Then, another critical element is the presentation of the message. In face-to-face, person-to-person or person-to-group selling this may encompass the salesperson’s attire, personal appearance, body language and voice inflection; his props, visual aids, demonstrations; even the environment in which the selling is taking place. In media, there are seven major items on the Presentation of Message List.
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