Legend has it that direct marketing giants Bill Bonner and Mark Ford sat down to analyse all the direct mail promotions they’d written, all those that had worked and all those that had flopped.

They considered what fundamental factors the successes shared. They identified what was missing from the failures. And then they put it all together.

Four elements revealed themselves.

Years later, some people dismiss those four factors… they think they’re old-hat… or cliche in some way. I can see why. But I reminded myself recently of how effective they can be when it comes to making your headlines stronger.

As a copywriter, it’s quite simply essential that you always have these four factors in the back of your mind.

In this new video I’ve recorded, I explain why…

If you enjoy the video and find it useful, be sure to leave a comment below.



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